The LOHAS concept (Lifestyle of Health and sustainability) describes an estimated 290 billion dollars U.S. marketplace. This marketplace for goods and services are focused on health, environment, social justice, personal development and sustainable living. Approximately 13-19% of the adults in the U.S. are currently considered LOHAS consumers, but their power as a consumer remains untapped. This population is the main consumers of ecotourism products and holidays, which generates around 42 billion dollars per year. Due to the increasing interest in products and offers involving responsible tourism, we can state that large tourist companies are gradually including these products more and more as a distinguishment, differentiation and positioning strategy.
In the Competitiveness Study of Tourism in the European Union directed by the Enterprise and Industry Department of the European Union defines 8 megatrends which will mark the future of this economic activity. One of these guidelines is defined as Health and Welfare, and it exposes that the increasing sedentary lifestyle of developed countries has resulted in a higher interest in health and welfare as leisure activities. As a result, the limits between welfare and lifestyle, on the one hand, and curing and health, on the other, become increasingly hard to distinguish.