Dear Thalasso Working Group partners,

The HealthXchange Summit 2026 in Varna has come to an end. With more than 200 participants, we returned home with many valuable impressions and insights. The presentations were all of an exceptionally high standard and also created many opportunities for informal discussions in the hallways about future cooperation.

I am very pleased that we had the opportunity to organize the first Thalasso expert meeting. Thanks to your contribution, it became an excellent first discussion, and I received very positive feedback from the other participants as well. This provides a solid foundation on which we can continue to build.

Notes from the Thalasso Working Group
(with thanks to Marlena Heyen from Norderney)

Discussion Points

• Thalasso represents one of the greatest opportunities for the future of seaside resorts.
• Complementary health approaches and Thalasso create a healing environment.
• Communication and wording are essential. Instead of focusing on illnesses, we should focus on benefits and well-being. The term “Thalasso” is still unclear to many people and therefore needs better explanation.
• How can we improve communication to attract more guests?
• Thalasso does not necessarily have to be expensive.
• What can travelers expect when booking a Thalasso experience? Positive experiences encourage guests to return and recommend it to others.
• Thalasso offers must be presented clearly and accurately in advertising so guests know what to expect.
• What differentiates one Thalasso resort from another? Focus on unique selling points (USPs).
• Prevention should become attractive again.

What We Might Need to Do

• Transfer research knowledge into simple and understandable language for clients and guests.
• Highlight natural and innovative products in marketing and communication, as there is a growing target group interested in these topics.
• Work globally and explore combinations such as TCM (Traditional Chinese Medicine) and Thalasso to reach broader target groups.
• Define our target audiences more clearly:
  • Adults traveling with or without children
  • People with health challenges
  • Professional athletes and sports professionals (future potential)

Notes from the Post-it Discussions

• Product information, health effects, research, and education
• Product innovation to attract younger target groups
• Better communication to explain Thalasso and support effective marketing
• Staff and employee satisfaction
• Human resources development, employee conditions, and training
• Research collaboration with universities
• Prevention as one of the biggest future impacts
• Education and training for future generations
• Greater focus on prevention to protect seas and oceans
• Communicating the health benefits of prevention and location
• Experiencing the ocean’s natural ability to restore balance
• Reaching new target groups:
  • “Reset your life by the sea”
  • Best agers
  • Young lifestyle audiences
• Aligning Thalasso destinations with burnout prevention and recovery concepts
• Knowledge transfer from research to end users, for example natural health solutions for leaders experiencing burnout
• Combining nature, science, sustainability, and environmental approaches
• Reusable and sustainable products
• Defining which destinations are best suited for specific health or lifestyle challenges
• Achieving health benefits through the right communication and the right programs

As workshop leaders, we have already started our work and have been in contact with several participants regarding future progress and cooperation.

Our next online Thalasso workshop will take place on June 18 at 11:00. We hope that you or one of your colleagues will be able to participate. Please let us know at: thalasso@europeanspas.eu. More information about the programme can be found here

Thank you again for your valuable contribution. Without your support, the Thalasso Working Group would not be able to continue its important work.

Marlies Sobczak, Leader of the Thalasso Working Group at ESPA