Dutch expert says Cebu spa industry needs good policy

CEBU, Philippines - To further develop the spa and wellness sector, Cebu has to create a good policy that could make it world-class not only in service quality but also in standardization of the players.

Janny Beeuwkes-Berends, a Dutch senior expert on beauty and wellness,  said that Cebu has a lot of things to change especially if it wants to attract high-end spa and wellness clients from Europe and other countries.

Berends, who is sent by the Dutch government to help the spa and wellness sector, through the Spa and Wellness Association of Cebu (SWAC), said that at present Cebu has “a bad name” in Europe, because of the easy availability of women who target  foreign visitors.

The diluted industry make up of the spa and wellness industry has created a “not so good” impression from the foreigners, thereby pulling down Cebu’s potential for growth and attract wholesome and family visitors that could have been a good tourist  market for Cebu.

“You miss so many things because of the bad impression Cebu has in other countries, like in Europe,” said Berends.

She suggested that Cebu wellness players work closely with government agencies like the Department of Tourism (DOT) or the Department of Health (DOH), and even the Local Government Units (LGUs).

A good standard in terms of policy and regulations should be implemented, separating “un-wholesome” services that are hiding under the umbrella of spa and wellness sector.

She mentioned that the existence of “Lingam” massage has clouded the wellness and spa industry in Cebu. This particular service, which claimed to be therapeutic specially for “men,”  should not be put under spa and wellness.

Seeing Cebu’s potential to become one of the world’s wellness and spa destination of choice in the world, Berends said, “I feel bad that some people in Europe  have bad impression of Cebu.”

She emphasized that spa is for wellness and health, it should not be linked to other unwholesome impressions.

As long as standard is there, price is not an issue specifically for European travelers. She said European, Russians, among others are so rich, “we know the price for quality.”

Berends is  in Cebu to help the member of the SWAC, conducting series of seminars and trainings including wellness for suppliers, massage therapists and facial therapists, training for spa owners and managers and prospective investors and livelihood training for 30 women for Cebu City, Mandaue City and Lapu-Lapu City under  the care of Cebu Law Inc.

Berends, who has almost 40 years experience in the spa and wellness industry worldwide, is the most qualified beauty, health and wellness expert sent by PUM from The Netherlands to be the trainer-consultant for the SWAC members. She is in Cebu from November 6 to December 2 to hold practical sessions on spa and salon management, European facial treatments and massage, bamboo massage from Africa, Ventos therapy from Russia specially for cellulite, hair and make up visagist, perfect haircut and hairstyle and other wellness applications like color therapy, among others.

PUM is a developmental support program established by the Dutch government in partnership with the Employers’ Association Holland. It has been dispatching Senior Experts to help Cebuano companies, including Local Government Unit (LGUs)  for an intensive technical and technology support. (FREEMAN)