Over the past few decades, Quebec's spa industry has evolved considerably. Gradually, the supply has undergone a transformation while new types of establishments have emerged that are responding to a growing tourist demand. It is with the desire to gain a more accurate picture of this new phenomenon that the Association québécoise des spas (AQS) has commissioned TouriScope to assess the state of the spa sector in Quebec, particularly with regard to its positioning in terms of tourism experience.

In order to present a complete and relevant state of affairs, a rigorous approach was carried out:

- A review of wellness trends
- Semi-directed interviews with spa managers - A diagnostic and an overview of their tourism positioning
- A participatory ideation workshop with members, with the aim to collectively reflect on next steps in a the development process as an industry and a product essential to the experience of the tourist clientele.
- An evaluation grid to establish an attractiveness index for each of the spa establishments that are members of the AQS.

This work provided the data and strategic knowledge that AQS needed to subsequently develop a tourism positioning strategy in collaboration with its partners. These studies have also helped to better identify and reaffirm the tourism image associated with the product today in order to attract customers from outside Quebec.

‍

Photo credit: Bota Bota, Spa sur l'eau © Destination Canada / Tourisme Montréal