Take-Aways from the 2022 International Congress on Thermal Tourism
A. The European Spa Phenomena – UNESCO and the Great Spa Towns: The new spa towns helped change ideals of social welfare and national health services; nationalized hospitals and spa towns were a part of that. The Royal Mineral Water Hospital, for example, was used by the poorer residents to get the same treatments as the rich, which helped to level the playing field regarding health. This is a perfect example of health equity.
The spa towns of Europe were also the leisure resorts that helped develop local tourism. The focus was not only on the hot springs, buildings, and accommodations. There was also an effort to develop and protect the surrounding landscapes of each spring, which led to “therapeutic spa landscapes.” Foremost, it was important for spa towns to protect the base of their wellness – the water.
B. The Revitalization of Saratoga Spa State Park: The Saratoga Reservation was created to protect the local spring water after the aquifer was depleted. Known as a “bathing destination” in a city of 25,000 residents, it welcomes over 3.5 million visitors annually. It also drives $100 million in economic activity, with a huge focus on the arts. The goal is to offer a unique cultural experience in natural surroundings, and that includes a 25,000-seat performing arts center, mineral waters, a dog park, and a projected culinary arts space. Much like the hot springs culture in Japan, the local food culture in Saratoga Springs is a huge draw for guests.
C. Thermal Experiences in the Ourense Province: The congress took place in Ourense, Spain giving attendees an up-close connection with the thermal experiences they have developed around wellness and sustainability. Part of their sustainability plan is implementing eco-tour boats that connect thermal locations with other local attractions such as wineries. They have also initiated a pedagogical garden to promote the benefits of thermal waters. The aim is to begin education starting with the children so the cultural values are not lost but carried with into adulthood and passed along through generations. They have also prioritized attention toward medical and sports recovery FAM trips.
D. Budapest: 150 years of unified existence: Budapest also emphasized the importance of passing the “treasure” of the water down through generations to the children. One of the ways they are working to engage the youth is by throwing “SPArties” on weekend nights where live music accompanies soaking and attracts this more vibrant crowd. Thermal spas are represented a
Of the more unique collaborations mentioned was the partnership of the Széchenyi Thermal Bath and the neighboring Budapest Zoo. The zoo utilizes the geothermal heat from the water while simultaneously cooling it for use in the spa. This saves both entities money and reduces energy consumption. Even the hippos benefit. Their basin is filled with thermal water which is similar in composition to that of the Nile’s waters.
https://zoobudapest.com/en/thermal-project
E. Thermal Destinations in Argentina: Argentina has taken a strong digital focus with their tourism outreach by creating different content for different IP addresses based on where the information is being accessed from. This approach involves creating audiences and implementing tactics like AB testing, advanced content planning and the deployment of WhatsApp Business.
F. Converting Experiences to Transformations: Do you also hum tunes in a Thermal Pool: This presentation focused on the motivation triggers for wellness. The main point was that even when you visit a hot springs resort, you cannot sit in water 24 hours. Thus, it is NOT just the water! The thermal water landscape should also focus on areas such as service, dreams, the senses, experiences, and wellness. The overarching questions that owners and managers should consider is what makes guests spend time at THEIR place; what is the story before and beyond the water; what they want guests to get out of the visit (beyond a bath); and what are the “thermal stories” unique to their facilities.
G. InnovaSpa Project-Opportunities for Better Spa Public Policies, Exchange of Good Practices on Innovative Thermal Offers and Results of the Cooperation: The aim is on exchanging good practices in health innovation and illness prevention through the thermal spa industry so that comfort and wellness is with reach of everyone. Some of the good practices mentioned include understanding regional thermal ecosystems, regional thermal action plans, full health resort concepts (stress management included), water staging, sauna sessions, the culture of bathing, medical spas, guidelines for design, Kneipp gardens, mineral water pavilions, open-air mineral water structure, rehabilitation centers, the use of local natural healing resources, and climate therapy (altitude, clean air, mountain air, and coastal air). Research includes the impact of spa therapy on Covid patients.
H. Staying at an International Health Spa Hotel: The focus is on the healing power of nature: The Ensana Hotel Group is one of Europe’s largest health spa operators. The company’s goal is to mix natural resources with medical knowledge to provide opportunities for healing and health.