Innovation-driven "Vytautas Mineral SPA" is ready to enter the market

Lithuania marks Birstonas resort as a future destination in the European mineral SPA market...

How does mineral water create the added value to a country?

Natural resources are a driver of many economies; however, not all the factors-driven countries are capable to create a social added value via technological and social innovations. Water is considered as one of the most important today’s and future natural resources. It is a growing and complex industry which is related to mineral water, spa, tourism, and many other fields. There are few trends witnessed within the spa industry.

The global spa market is expected to exceed USD 130 billion by 2020, growing at a CAGR of 8.7%. The global other spas market (thermal/mineral spring spas) is likely to reach USD 14 billion, growing at a CAGR of over 9%. The global hotel/resort spa market is likely to reach USD 39 billion, growing at a CAGR of over 8% (Technavio Research, 2016, in BUSINESS WIRE).

Green-eco branding, guilt free consumerism, medicine, longevity, and the use of wellness and aesthetic/ beauty technology are success factors for a new advanced SPA to appear.

On the 10th of June 2016, the delegation of Algirdas Butkevičius, Prime Minister of the Republic of Lithuania, visited the recently renovated factory of Birstonas Mineral Water and  a newly established  „Vytautas Mineral SPA“, which marks Birstonas as a new attractive destination on the European map of Mineral SPAs.  According to Aiste Miliute (17th June, 2016), who largely contributed to the development of these projects, Birstonas is one of the oldest balneological resorts in the largest protected (over 25.000 ha) regional park in Lithuania; however, to compete in global markets it lacked its competitive edge and innovation-driven services.

Based on Miliute, the “Vytautas Mineral SPA” project will have both economic and social impacts on the region: it will enhance the entrepreneurial dynamics within the mineral water and tourism industries, as there will be new businesses and sub-industries appearing around the resort; it should create new jobs and cut social exclusion; it will contribute to wellness and healthcare, as well as eco-friendly movements in Lithuania. All these missions are possible to combine via continuous investment in technological, service and social innovations.

Due to its unique formula, Birstonas mineral water will be a prime source of all SPA services: its healing power will be used in breathe, bath, drinking, and other therapies.

GILE Experts believe that to successfully enter the largest and highly competitive European SPA market, a new Mineral SPA must have a story behind or a legend which could promote the resort; the co-operation with regional institutions, tourism authorities and civil service organizations should be established; in many cases it operates via brand-extensions; thus, a well-developed strategy is necessary. Vytautas Mineal SPA corresponds to all the above-mentioned criteria, while its innovation-driven philosophy and strategy is going to begin a new era for the Birstonas resort, Lithuania.

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