Spa tourism as a part of ageing well

Due to increased life expectancy and the prevailing ideological elements of wellness and active ageing, wellness-related consumption has become a distinctive part of many retirees’ lifestyles in affluent societies. This qualitative case study illustrates this trend by examining older adults’ experiences of spa tourism in connection to their broader strategies for ageing well. The data consist of 18 interviews carried out in an Estonian spa destination among Finnish retirees regularly visiting spas in Estonia. Focusing on the perceived benefits, the study shows how spa vacation promotes participants’ wellness very holistically and is therefore an essential part of their individual wellness routines. The study demonstrates how variety of aspects related to ageing and retirement are reflected in participants’ experiences, motives and expectations of spa vacation. Thus the study suggests that the tourist's stage of life should be more widely taken into consideration in tourism experience research and the development and targeting of wellness services to different customer segments. Overall, regular spa tourism is a great example of retirement lifestyle tied to consumerism and wellness-based individualism that supports both individual and societal perceptions of good ageing.