Spa resorts in Africa are continuing an uphill battle against their continent's reputation, despite it being a supplier and inspiration for the global wellness industry.

Dzigbordi K. Dosoo, who owns the Allure Africa Spa in Ghana, says that western media coverage is largely responsible for the fact that wellness pilgrims do not immediately think of Africa when planning trips.

“There is a perceptual side of Africa with hungry children, war zones, and inhumane practices that make it so that you don’t see different parts of Africa,” Dosoo told the ITB Convention in Berlin. “It is not that this doesn’t exist we also have a lot of very rich natural resources, like cocoa and shea. These reserves are huge and we have interesting and nutritious green vegetables.”

She added that the image problem is not only reflected in a lower number of visitors, but also the prices that African wellness establishments can charge.

“The African reputation makes it so that you can’t charge what things are worth,” Dosooo said. “You can only charge $40, for a massage that would cost $170 in the US.”

Still, there has been rapid growth in the spa and wellness industry. From 2007 to 2013, the industry saw 300 per cent growth and in 2013 there were 4.2 million wellness tourists who spent $3.2 billion.

At her Allure Spa in Ghana, Dosooo is starting to see more destination travel and people who stay 10 to 14 days and return yearly for the African spa experience.

“We have rich and unique traditions. When people come, they see that,” she said.

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