Consumers are becoming more attuned to the importance and value of green, eco, sustainable and organic practices and products. These should become more of a norm than an exception in wellness facilities, and the products and services should merit the label. There is a very likely risk that the supply of wellness tourism products and services becomes too standardised. However, 4WR revealed that most regions have a number of unique assets which can and should be developed for wellness tourism. This will help to create unique selling propositions, distinctive brands and competitive destinations.

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