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Newsletter April 2011

TRENDS & TRADEWINDS

The Anazoe Spa—Greek Rejuvenation

Greece’s bountiful natural resources and rich historical legacy provide creative entrepreneurs with unlimited potential.

The Anazoe Spa at Costa Navarino Resort, one of the largest and most impressive tourism investments in Greece, is a superb example of developing a spa experience based on local natural resources and Greece’s historical wealth.

Messinia, the are of the Peloponnese in which Costa Navarino is located, is home to the ancient Palace of Nestor, where clay tablets were discovered that described oleotherapy (olive oil) treatments. Using these ancient practices as a foundation, as well as the teachings of Hippocrates, the father of modern medicine, the Anazoe Spa has developed a series of spa treatments that offer modern day guests the benefits of ancient wisdom.

In addition to producing some of the best olive oil in the world, Messinia is also home to a rich profusion of herbs and flowers, which the Anazoe Spa incorporates into its many lotions, tonics, and infusions, offering an indigenous therapeutic experience that creates a distinctively local branding.

The name of the spa itself, Anazoe, is derived from the Greek word for rejuvenation. The spa offers other therapies based on Greek practices—thalassotherapy, or sea water treatment (thalassa is the Greek word for sea); kinesiotherapy, a treatment based on movement (kinesi being the Greek word for movement).

According to the spa, “To the ancient Greeks, medicine was a gift from the gods. It was Hippocrates who finally freed medicine from the shackles of magic, superstition, and the supernatural. Greek Medicine is the traditional, indigenous holistic healing system of Western civilisation, and the original source and inspiration for many other natural, holistic and alternative medical systems including homeopathy, naturopathy and chiropractic.”

In addition to touch, movement, and aroma, sound is an integral part of the treatment: “The ancient Greeks believed music to be divine, capable of healing both body and soul. The soothing sounds guests will hear at the Anazoe Spa are the work of Petros Tabouris, who also composed music for the centenary celebrations of the modern Olympic Games. These melodies, featuring the sounds of ancient Greek stringed instruments such as the lyre, the kithara and the phorminx, will take guests on a meditative journey to realms of peace and serenity.”

Special or thematic tourism projects throughout Greece have the potential to incorporate a wide variety of local resources—cultural, physical, or historical—and develop value added services and products, creating unique experiences for visitors and a sustainable enterprise that promotes local heritage.