The paper presents the size, scope and content of the spa and wellbeing industry in Norway. In a couple of decades the industry has gone from being close to non-existent to having more than 200 registered companies across the country offering spa, massages and/or related products.

What characterizes the industry, and how is it presented – and presents itself, through the media and marketing? How are experiences facilitated, and does it make sense to label it a part of the “experience economy”? 

It is both a “new” and “old” industry originating from many sources. Is this versatility reflected in an eclectic attitude in the business, both with regards to types of products and geographic “belonging”?