Winner in the category Innovative Medical Spa Scientific Research

1. Congratulations! Institute of Spa and Balneology in Karlovy Vary is the big winner in the Innovative Medical Spa Scientific Research category at the Innovation Awards conferred by the  European SPAS Association for 2024. Were you anticipating this award, and what do you think are the advantages that convinced the jury to distinguish your achievements?

Thank you very much! While we always hope that our work will be recognized, receiving this award was a wonderful surprise. I believe what convinced the jury was our comprehensive approach to medical spa research, combining traditional practices with cutting-edge technologies. For example, our studies on the effectiveness of Karlovy Vary’s drinking therapy and the integration of virtual reality into spa treatments demonstrate the potential of natural healing resources when supported by scientific evidence. Our dedication to innovation, sustainability, and the creation of a robust methodology for evaluating spa treatments likely played a significant role in this recognition.

2. Nowadays, people’s daily lives are subjected to high levels of stress and dynamism, and this can worsen the quality of life and cause serious health issues. What are the alternatives? What do your studies show, and could the effect of natural resources improve people’s health and reduce their stress?

Absolutely, high-stress levels are a significant challenge for modern societies. Our studies show that natural healing resources combined with a well-structured spa program, can significantly reduce stress, improve mental health, and support overall well-being. Spa environments promote relaxation, mindfulness, and connection with nature, which are critical for reducing stress levels and improving quality of life.

3. What is the importance of the research for the medical spa sector?

Research is essential to the medical spa sector because it provides scientific validation for traditional therapies and establishes their efficacy and safety. This helps build credibility, attracts new customers, and supports insurance coverage for spa treatments. Our work at the Institute of Spa and Balneology is focused on creating a standardized methodology for evaluating the effects of spa treatments on lifestyle diseases such as diabetes, liver steatosis, and female infertility. These studies enable medical spas to offer evidence-based treatments, fostering trust among healthcare providers, patients, and the general public.

4. After Covid-19, more and more medical programs are becoming part of the tourist industry, as they allow people to combine their vacations with useful procedures for their body and health. How do you think medical tourism will develop in the aftermath of the world pandemic?

The pandemic has heightened awareness of health and wellness, and medical tourism is increasingly appealing as people look for ways to combine relaxation with preventive and therapeutic care. I believe the future of medical tourism lies in integrating evidence-based treatments into spa settings, making them accessible and appealing to a broader audience. Spa cities with their rich traditions and scientifically backed therapies, will likely see increased interest. Moreover, the focus will shift toward personalized care, combining diagnostics, treatments, and lifestyle recommendations tailored to individual needs.

5. One of the biggest challenges facing the tourist industry is the need for qualified professionals. Do young people have an interest in your educational programs, with which they could succeed afterwards in the tourism industry?

Yes, there is growing interest among young people in our educational programs, especially as spa and wellness careers become more attractive. We’ve partnered with universities to offer courses in physiotherapy, balneology, and health tourism, and the feedback has been overwhelmingly positive. Students see this field as a unique opportunity to combine healthcare and hospitality, opening doors to meaningful and fulfilling careers in an expanding sector. We also emphasize practical training in spa facilities, which ensures they graduate with both theoretical knowledge and hands-on experience.

6. The awards indicate to innovators that they have the vision and they are going in the right direction. Will the ESPA’s recognition stimulate you for new achievements, and what does this award mean to you?

This award is a tremendous honour and a validation of the hard work our team has put into advancing the field of balneology. It motivates us to continue pushing boundaries, exploring new research areas, and fostering collaborations across Europe and beyond. For me personally, it is a testament to the potential of combining tradition with innovation and encourages us to strive for even greater achievements in transforming the spa sector into a leader in preventive healthcare.

7. The annual congress of the European SPAS association in Druskininkai (Lithuania) is now part of history. We witnessed some extremely interesting and useful presentations. I would like to ask you to make an assessment of the hosts and the organizers of the event, which is a significant part of the world tourism calendar?

The congress in Druskininkai was a resounding success. The hosts and organizers did a phenomenal job of creating a platform for meaningful exchanges and showcasing the best practices in the industry. The diversity of presentations—from scientific research to innovative marketing strategies—was truly inspiring. Druskininkai itself was an excellent choice, providing an ideal backdrop with its rich spa traditions and well-preserved natural landscapes. Events like this are crucial for fostering collaboration and ensuring the continuous growth and innovation of the spa and wellness sector.

Interview prepared by Ruslan Yordanov