Strengthening business connections and showcasing Europe’s leading medical spas
The SPA-CE B2B Workshop, held as part of the European Spas Association Annual Congress, once again proved to be a highly effective platform for fostering business connections in the spa and health-tourism sector. The event brought together travel agencies, tour operators, and patient organisations on one side, and leading European medical spas and health resorts on the other. Four member countries of the European Spas Association — Estonia, Hungary, Lithuania and Slovenia — presented their wellness and medical-spa offerings to carefully selected hosted buyers from across Europe.
In close cooperation with the hosting destination, Haapsalu, an innovative and immersive programme was prepared. It began in Tallinn, where participants enjoyed a guided stroll through the storybook Old Town, followed by a relaxed dinner at the Kalev Spa Hotel and evening sauna rituals.
Rolling workshop
Day two featured the “Rolling Workshop,” taking attendees to Estonia’s iconic spa resort city of Pärnu. Exhibitors and hosted buyers visited some of the country’s leading medical spas — Tervis, Viiking, Tervise Paradiis, and Estonia Medical Spa — gaining a hands-on understanding of treatments, innovation, and the essence of Estonian wellness. The group then continued to Haapsalu, where a cosy gathering at the castle set the tone for the days ahead.
The Rolling Workshop to Pärnu was highlighted as a major strength, praised for its organisation and the relevance of the information shared.
More results from the Satisfaction survey can be found at the bottom of the article
Pre-scheduled meetings
Day three centred on business and knowledge exchange. During pre-scheduled B2B meetings, hosted buyers explored preventive and wellness programmes from several European countries:
- Estonia: Mineral water baths, relaxing treatments, and nature-inspired activities designed to restore balance and vitality
- Hungary: Traditional Hévíz therapy, combining mineral-rich waters, mud treatments, and favourable climate conditions
- Lithuania: Healing mud, mineral water therapies, and pristine natural environments
- Slovenia: Mindfulness, self-wellness, anti-stress rituals, and longevity programmes
The evening Gala Dinner and ESPA Innovation Awards illuminated the historic Haapsalu Resort Hall, celebrating remarkable achievements in the spa and wellness sector.
► Full programme: https://europeanspas.eu/spa-ce-programme/
► List of exhibitors: https://europeanspas.eu/spa-ce-exhibitors/
Satisfaction Survey
A satisfaction survey among hosted buyers revealed exceptionally strong approval, confirming the workshop’s status as a highly valuable platform for B2B networking, industry insights, and destination promotion within the European spa and health tourism sector.
The primary motivation for attending was the opportunity to participate in B2B meetings (80%), followed by interest in health tourism, discovering Estonia’s spa offerings, and networking with industry peers.
Participants rated the workshop 9.6/10, with all respondents giving a score of 9 or 10. A full 80% said the event fully met their expectations, while the remaining 20% said it met them partly.
The SPA-CE team received 100% “very satisfied” ratings for communication, timeliness, and professionalism. The hosting destination, Estonia, also earned high marks, with 80% of buyers “very satisfied.” Event dates, logistics, and the overall atmosphere were unanimously evaluated as excellent.
The Rolling Workshop to Pärnu was highlighted as a major strength, praised for its organisation and the relevance of the information shared. A few participants noted that the schedule was tight and suggested allowing more time for visits and interactions — valuable input for planning the next edition.
Networking opportunities received 80% “very satisfied”, and the overall quality of appointments was highly rated. The B2Match platform was well received, and exhibitors were evaluated positively.
All social events — including the dinner at Kalev Spa, the welcome reception in Haapsalu, and the ESPA Innovation Awards — received top scores. Catering at the Cultural Centre contributed significantly to the positive experience.
Exceptional organisation and communication remain core strengths of the SPA-CE team. Estonia, as the hosting destination, impressed participants with its hospitality and professionalism, and many expressed their intention to return.