Tourism represents one of the most dynamic sectors of today’s economy and was also approved from many perspectives, in the hall 3.1 dedicated to Health Tourism, even deeper about demand to improve and balance all of the main domains of human life is the domain of European Spas and climate health resort, which we represented on ITB 2024 to highlight new services for the tourism industry about preventive and proactive, lifestyle activities and healing treatments with natural remedies.

The main attraction was to show the importance of mineral water and the use of the drinking cure. Many of our members, like Bulgaria, Czech Republic, Croatia, Hungary, Lithuania, Romania, and Slovenia introduced programs including evidence-based medical healing resources and services for cure, prevention and rehabilitation on the education Hub and congress of the world’s leading tourism fair.

Mrs. Zarica Dinkova, the Minister of Tourism in Bulgaria, highlighted the commendable practices involving German health insurance. “Bulgaria offers high-quality health tourism that combines medical spa, spa, wellness, thalasso, and medical tourism”. We met with the leading Tourism media group in Germany FVW and Travel Talk, and Mr. Graumann visited the panel discussion organized by the President of Bubspa, Vice President of ESPA, Mrs. Dr. Siyka Katsarova and published the following great news in Travel Talk: Bulgarian health tourism is on the rise.

Many working meeting as usual. The meeting with the two most important members of ESPA, Germany and France – Very fruitful meeting with the President of the German Spa Association, on the Photo Brigitte Goetz-Meissner, Vice President of ESPA from Germany Mr. Hans-Jürgen Kütbach, President Thierry Dubois and ESPA Vice Presdient Dr. Siyka Katsarova, Martin Plachy.

Meanwhile, Mr. Martin Plachy, Vice-President of ESPA, represented the Czech Republic and showcased innovative applications of virtual reality in rehabilitation, specialized treatments for sleep disorders, and the significance of climate health resorts. Croatia’s contributions to the health tourism industry were presented by Mrs. Lana Petrović Blajić, an Advisor within the Tourism Sector of the Croatian Chamber of Economy. Additionally, Ildikó Szüts, the CEO of Budapest Spas, introduced the concept of “Heritage and Responsibility – A Sustainable Bath World.”

On the final day of ITB Berlin, Slovenia took center stage as it received the prestigious ITB Medical & Health Tourism Award, presented to the Slovenian Tourist Board (STB) and to the Slovanian Spas Association. This accolade acknowledges the notable strides made in promoting and fostering the growth of medical tourism.

How to approach new target groups such as Generation Z were discussed in a panel with Csilla Mezösi, Secretary General ESPA, Iztok Altbauer, MD Slovenian Spas Association, Frank Halmos, CEO Ensana , Anke Sponer, health tourism expert at Deggendorf Institute of Technology (DIT), and DIT students. What are their motivations, hurdles, and needs to visit spas? Among others, insights were gained from an international one-week winterschool of the DIT. Anke Sponer summarized in her key note: “GEN Z is a promising new potential representing around 23% of the global population, but probably the most difficult target group to address: the most ethnic diverse generation, full of contrasts of relaxation and action, individuality and community, digital connectivity and real face-to -face.”

To conclude the congress, we delved into discussions on the latest trends, strategies for product development, market observations, and, notably, the role of innovation and artificial intelligence in fostering the growth of medical tourism and wellness. Another focal point was the pursuit of quality amid the burgeoning number of health tourism destinations and service providers.

One other new topic, the LGBTQ+ community, a lucrative niche market for health tourism? was discussed, and we got a clear impression of reacting and preparing new communication for this growing target group as well in a few pilot projects/destinations. We agreed to start a study to get more insight into how to change communication and products and spa packages.

ITB Berlin’s Medical & Health Tourism Pavilion took place from March 5-7th 2024.
Check out the full programme here.