A marketing strategy was required to optimize the marketing efforts of health tourism businesses. The label “Health and Wellness Region Burgenland” comprises areas such as “medical treatment” (rehab centres, sanatoria), spa-wellness enterprises and other health services (beauty, fasting, health seminars, etc.) and ties it to the strategic tourism specialties in Burgenland (wine, culinary experiences, sports, culture and nature).
To promote the health tourism strategy, the Burgenland tourism office took the following actions:
· Analysis of the existing health tourism infrastructure in Burgenland
· Contender analysis
· Health tourism trends analysis
· Development of a marketing strategy for the health and wellness region Burgenland