In 2018, Style Magazine of the New York Times published an article entitled “In Search of Lost Time in Europe’s Sanatoriums.” In it, the author, Alice Gregory, gives a brief history of the “old” tuberculosis treatment centers and the parallel rise in the popularity of thermal spas. The combination was a natural outdoor setting with a thermal spring, massage treatments, and pampering luxury. The combined Sanatorium-spa or Hydro(thermal)therapy treatment centers abounded across Europe, with a synchronous explosion of “water-cure institutes” in America.
These spas and hydrotherapy centers were some of the earliest examples of modern tourist destinations in that a client did not have to be sick to receive large doses of social, mental, and physical benefits from visiting. Gregory claims that the luxury and grandeur of “sanatorium-spas” are not what is sought after today. Rather, it seems that people crave medically informed repose, peace and quiet, rest, restorative treatments, and natural beauty that fosters an escape from the usual din of modern life. People are looking for WELLNESS in the 21st Century!
As we survey the global market for “Medical Spas” we cannot be blind to its approximate value of $16.4 billion (US dollars) in 2022. This value is expected to expand at a compound annual growth rate of almost 15 percent from 2023 to 2030, according to Grandview Research. Much of the growth is expected to be related to consumer awareness of self-care, anti-aging potential, and cosmetic and wellness services. According to one internet survey, everybody is trying to live longer.
Yet, according to science, there are only a few outstanding populations that have achieved remarkable longevity. Among them are “health-reforming” Seventh-day Adventists! We have something that the world is looking for, and we have new ways of reaching them to go beyond their wants and get to their ultimate need – a healthy, transformative introduction to their Savior, Jesus Christ.
Our new initiative, “The 21st Century Sanitarium”, seeks to meet the people where they are, scratch where they itch, and fulfill the biblical mandate of Matthew 28:19-20.
May God’s will be done!