Wellness & Spas 2007 trade exhibition to highlight exciting new trend

Until fairly recently, spas were viewed as simply somewhere to go to spend a sedentary few hours being pampered and preened whilst wrapped in a comfortable towel

The idea that this could be a healthy activity was restricted solely to the notion that it was relaxing and therefore stress-relieving; with perhaps an acknowledgment that a few toxins could be lost through sweat or a therapeutic massage.

Over the past few years, however, spas have become firmly established as healthcare providers and have started to embrace wellness as a concept. Complementary therapies, including aromatherapy, yoga, and ayurvedic medicine, have become increasingly incorporated within spa programs, with the focus being on traditional forms of healing and largely ignoring Western medicine. But with the arrival of the medical spa, these two fields have now converged, resulting in a marriage of two distinct philosophies of treatment, making these centres the exciting new spa trend for the future.

'Medical spas are, without doubt, one of the fastest growing sectors of the wellness industry,' says Susan Amin, Exhibition Manager for the Messe Frankfurt Wellness and Spas trade fair, which takes place at the Dubai International Convention and Exhibition Centre from 20th to 22nd May.

'Dubai is aggressively promoting itself as a spa and wellness destination and has three out of the Middle East's four world class spas, as voted for by the Leading Hotels of the World group,' she says. 'The city has seen a huge growth in the number of such centres offering prescribed medical treatments and the expansion of this segment worldwide has led to the International Medical Spa Association being founded in 2002 to facilitate the market,' she continues. In the two years from 2003 to 2005, the medical spa sector recorded a 69 percent average annual growth,' she adds.

According to the International SPA Association, a medical spa is an institution whose primary purpose is to provide medical and wellness care in an environment, which integrates spa services as well as conventional and complimentary treatments.

Medical spas are able to offer a range of therapies under the supervision of professionally trained medical personnel; treatments such as chemical skin peels, pulsed light hair removal, Botox injections and laser resurfacing.

Other popular services include organic and crystal microdermabrasions, camouflage make-up and post-aesthetic surgery treatments. 'Medical spas have been responsible for a cross-pollination of therapies, with many aspects of traditional healing being fused with western medicine in these centres,' says Ms. Amin. 'The aesthetic surgery sector in particular is increasingly incorporating traditional eastern spa treatments, such as acupuncture, into their service structure,' she says.

Despite the focus on medical treatments, there are many similarities between day spas and medical spas. Both stress a high importance on creating a relaxing atmosphere and both play close attention to detail; from the colour of the walls and the music in the background to the fabric of the robes.

Medical spas however, differ from day spas by providing licensed practitioners to offer medical procedures; services that aren't purely cosmetic but can treat a range of medical requirements, including scar management for post mastectomy patients and massage therapy for expectant mothers.

Pharmaceutical companies have also begun designing products solely for medical spas and many dermatological pharmaceutical representatives now allow their new products to be offered within these centres, provided that there is a doctor on the staff.

'Medical spas offer a comprehensive approach to caring for clients before, during and after procedures take place,' says Ms. Amin. 'These centres are able to use a higher-grade product and, therefore show greater results. A medical spa is the perfect balance between clinical treatment and luxury,' she adds.

Medical spas and the treatments that they offer will feature strongly at this month's Wellness and Spas trade exhibition which runs at the Dubai International Convention and Exhibition Centre from 20-22 May.

'The future looks extremely bright for the medical spa industry, as it combines the best of eastern healing and western medicine,' says Ms. Amin. 'We have a number of exhibitors who will be showcasing the latest products relating to this sector, which is the perfect antidote to for today's fast paced, stress filled society. Medical spas can provide an ideal environment for relaxation and recuperation. They can help the patient feel beautiful in times of illness and they acknowledge best treatment practices; whether east or west, alternative or aesthetic. Medical spas are the future generation for the spa industry,' she concluded.