VisitBritain has launched a National Spa Accreditation Scheme to promote participating spas that have met minimum standards for health and safety, cleanliness, service and quality.

The scheme – supported by the Spa Business Association and the British International Spa Association – follows qualitative consumer research and a pilot scheme with 17 groups of spa clients across England alongside in-depth interviews with their customers.

Alison Barham, quality manager at VisitBritain said: “Defining and maintaining standards is crucial to the future development of our health and wellness tourism. We will continue to work closely with the spa industry to encourage properties to participate in the scheme.”

According to the findings of the pilot scheme, spa visits are regarded as a luxury experience, hence the preference for an accreditation scheme in place of a star-rating system.

Participants receive a complete assessment, including verbal and written feedback, entry on VisitBritain.com and Enjoyengland.com, unlimited use of the accreditation rating in all marketing activity, as well as signage and promotion via VisitBritain PR campaigns.

Don Camilleri, director of development for Center Parcs, said: “As one of the founder members of the scheme, we have always recognised the importance of accreditation for the UK spa industry to help drive up spa standards in the UK.”

Photograph: Alison Barham and Don Camilleri