European market eyed

Leaders of the Spa and Wellness Association in Cebu (SWAC) were challenged  to raise the general image of the industry especially   in the European market to attract  more of this  premium tourist segment.

Janny Beeuwkes-Berends, PUM Netherlands senior expert, gave this observation during last Saturday’s opening of the 53rd outlet of Body and Sole along Escario Street in Cebu City.

Berends said most Europeans still see coming to Cebu as a way  of having their “happy endings”, a euphemism for sexual encounters  with women.

Berends, who is an expert in the beauty and wellness industry in the Netherlands, was  referring to Cebu as a place for Europeans to visit for sex tourism.

SWAC invited Berends to Cebu to train the group’s therapists.

She said that most Europeans  visit Cebu because of the general perception that they can find available women.

She said Cebu should correct this image by raising  standards especially in  how spa and massage parlor operators run their business.

Berends is helping train therapists and upgrade spa industry’s operations to global standard levels including services for  hairstyling, body massage, foot massage, manicure and pedicure.

Berends said some of  her friends were wary of visiting Cebu because they may  be branded as someone coming for “happy endings,” which was unfair for Cebu.

“Cebu is such a beautiful place. You have a lot to offer here and Europeans need to know that. I know this  but I cannot convince them alone. It should be done by you,” said Berends.

The European market is considered a high-spending  segment that pays  premium  rates.

“We don’t haggle and look for discounts like  other tourist markets that you are trying to focus on in Asia. It is important that Cebu gets a good number of Europeans here because we really  pay for what it’s worth. We believe in paying for good service,” she  said.

As of June this year,  7,248 tourists were from Europe or less than ten perecent of  79,987 foreign tourists who visited Cebu in that period based on data from the Department of Tourism.

SWAC president Johnie C. Lim, owner  of Body and Sole, agreed with Berends call to  upgrade the industry and target the European market.

Lim said  the association would replicate the training program and is encouraging spa and massage parlor operators to  set clear  standards for  work, services of therapists,    professionalism and  and even the rooms.

He also encouraged  operators to monitor their therapists and do away with offering  “extra service”, a euphemism for sexual services.

“This will only benefit all of us in the long run so we are taking all of her inputs really seriously,” said Lim.

Lim said SWAC would work closely with the departments of tourism, trade and health, and business owners  to achieve the group’s goal.

As an association , SWAC includes seven subsectors under health and wellness.

Since not all spa operators in Cebu are members, Lim  encouraged them to join SWAC.

“We include environmental, financial, social, mental, spiritual, emotional and physical dimensions under our membership. We believe that letting members join our different activities will help them run  their business more professionally,” said Lim.