Interview with Mrs Nuša Korotaj, CEO of Terme Sveti Martin

The ESPA Innovation Award winner in the category “Innovative Medical SPA”

  1. Mrs Nuša Korotaj, congratulations! Terme Sveti Martin is the big winner in the “Innovative Medical SPA” category of the European Spa Association’s Innovation Awards for 2024. What do you think was the main factor that led the jury to award the program with the highest scores in the category? 

Thank you! I believe our focus on integrating holistic and medical expertise with innovative wellness practices was key to standing out. Our program uniquely combines cutting-edge therapies with natural resources, such as the healing thermal-mineral water, and an individualized, client-focused approach tailored to each guest’s wellness journey. By emphasizing sustainability and a holistic view of health, along with partnerships in the local community, we offer a spa experience that not only meets but anticipates wellness trends, rooted in authenticity and quality. This award confirms our commitment to being a forward-thinking leader in the spa industry as the First Healthness resort in Europe.

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

This award from ESPA is a powerful affirmation of our vision, showing us that our efforts are valued at the highest level. Recognition like this is both motivating and inspiring, it energizes us to continue pioneering new wellness solutions that integrate local resources and sustainable practices. For us, this award symbolizes more than success, it’s a call to keep innovating and setting standards in the spa industry. We see it as an encouragement to push forward, expand our expertise, and elevate our guests’ wellness experiences, staying true to our mission of a health-focused, and authentic service.

3. Croatia is among the leading travel destinations in Europe. Your complex and your spa and the health programs are a benchmark in the tourism industry. Please present your opportunities in the SPA sector as a base, services, and staff? 

At Terme Sveti Martin, we offer a unique wellness experience in Croatia, designed to nurture both body and mind. Our foundation is our healing thermal water, which supports recovery and relaxation, complemented by holistic wellness services that include our Body Vitality program. We embrace Dr. Rudolf Steiner’s philosophy and the principles of biodynamics to create a balanced, health-centered environment. Our Healthness concept integrates local and healthy gastronomy, providing meals crafted from fresh, biodynamic ingredients. Together, these elements create a comprehensive approach to wellbeing that reflects our commitment to sustainable, whole-body health.

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 for their health. How do you think medical tourism will develop in the aftermath of the world pandemic?

Post-COVID-19 medical tourism is growing as people prioritize health alongside leisure. At Terme Sveti Martin, we see this as an opportunity to offer unique programs that blend relaxation with health benefits. Our approach integrates medical and wellness services, like the Body Vitality program, thermal water therapy, and holistic treatments. We believe guests increasingly seek destinations where they can rejuvenate both physically and mentally, making comprehensive wellness a vital aspect of travel. By focusing on sustainable health practices, we aim to lead in this evolving tourism landscape, providing enriching and restorative experiences.

5. What is the potential of natural resources for the treatments?

Natural resources are at the core of our business. Our healing thermal water provides unique benefits for relaxation, recovery, and improved vitality. But we also emphasize sustainability in using these resources, meaning our practices ensure that we respect and preserve them for future generations. This includes biodynamic principles inspired by Dr. Rudolf Steiner, sustainable water usage, and eco-conscious facility management. By combining natural healing elements with responsible resource management, we create an experience that is both rejuvenating for guests and harmonious with the environment.

6. 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?

We recognize the importance of nurturing young talent in tourism and wellness. Our educational programs are designed to offer hands-on experience and deep insight into wellness, sustainability, and holistic health practices. We see a strong interest from young people eager to learn about our unique approach, from biodynamic principles to sustainable hospitality and advanced wellness services. By providing mentorship and real-world training, we equip them with valuable skills, preparing them for successful careers in the tourism industry. This investment in education not only supports our industry’s future but also enriches our team with fresh perspectives and enthusiasm.

7. The annual congress of the European SPA Association in Druskininkai (Lithuania) is already in the past. We witnessed extremely interesting and useful presentations. Please rate the hosts and organizers of the event, which is a significant part of the global tourism calendar?

The European SPA Association Congress in Druskininkai was exceptional. The hosts and organizers provided an engaging and insightful experience, showcasing high standards in hospitality and event organization. Every detail, from presentations to networking opportunities, was carefully planned, fostering valuable exchanges on wellness and innovation in the spa industry. This congress undoubtedly holds a key place in the global tourism calendar, setting a benchmark for future events in our field.

8. Could you share your future plans and initiatives for Terme Sveti Martin?

Our future plans are deeply rooted in innovation and sustainability. We are committed to enhancing our wellness offerings, incorporating cutting-edge therapies and technology while staying true to our natural resources, like our healing thermal water. Our sustainability initiatives focus on reducing environmental impact through eco-friendly practices, such as water conservation, renewable energy, and waste recycling. Socially, we prioritize local community involvement and sustainable gastronomy, incorporating fresh, biodynamic ingredients. In terms of governance, we aim for transparency and ethical practices, ensuring that every step of our operations supports long-term environmental, social, and economic well-being. These initiatives are part of our ongoing mission to lead in responsible tourism while providing exceptional wellness experiences.

Interview prepared by Ruslan Yordanov

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