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.

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.

Digital transformation was another major thread running throughout the congress. Speakers examined how tools such as digital health platforms, VR applications, and even robotics can support both spa treatments and the broader preventive-health ecosystem. Representatives from international organizations, including WHO, discussed how digitalization can strengthen cooperation between medical spas and public health institutions.

The congress also confronted the growing challenges of climate change. Experts shared strategies for improving the climate resilience of spa towns, with emphasis on geothermal resources, energy-efficient solutions, and the creation of nature-based environments that support both ecological sustainability and human wellbeing. The “Blue Health” concept – exploring how coastal and water-rich environments contribute to mental and physical health – added an inspiring environmental dimension.

Balneology remained at the heart of the programme, with scientific presentations on natural healing resources such as mineral waters and therapeutic muds. Researchers shared new findings on the composition, quality, and sustainable use of these resources, including studies on clinical applications for stress, burnout, fibromyalgia, and long COVID. Traditional practices like Estonia’s UNESCO-recognized smoke sauna were also showcased as living examples of cultural and therapeutic heritage.

A strong focus on people – both patients and professionals – shaped many discussions. Sessions on skills development examined how the spa sector must adapt to new expectations, technologies, and population needs, including active ageing and workplace wellbeing. Medical and scientific working groups met alongside local leaders and spa-town mayors, strengthening the network of stakeholders who collectively support Europe’s health destinations.

Complete programme is available at the website

Innovation received a spotlight during the dedicated innovation sessions and the ESPA Innovation Awards, celebrating forward-looking ideas in wellness, health tourism, and spa medicine. Between the scientific sessions, participants also enjoyed cultural events — including a reception in Haapsalu Castle and a gala evening – reinforcing the importance of culture and place in the identity of spa destinations.

The congress concluded with a visit to the Haapsalu Neurological Rehabilitation Centre, grounding the discussions in real-world practice and reminding participants of the essential role spas can play in rehabilitation and long-term recovery.

Results of the satisfaction survey among participants

The most appreciated sessions included:

–Dr. Malina Müller’s keynote – “The Return on Investment of Better Health”
-The panel “Europe’s Hidden Healthcare Power” with Alina Huseynli, Claudia Wagner, Meglena Plugtschieva, Claude-Eugene Bouvier; Patrick H. Carpentier, MD
-Sessions on health, Trigger Points, Strategies & Priorities in Health, Wellbeing, and Prevention

Hosting destination, Visit Haapsalu in beautiful #Estonia, and the local organizing team both received over 90% top-level ratings for their hospitality and professionalism.

Networking opportunities (92.9%) and programme content were also rated as very good by nearly all respondents.

A special mention goes to the “We Trust in #mud” activity and the visit to the Haapsalu Rehabilitation Centre, both of which are described by many as inspiring and insightful.

We extend our heartfelt thanks to all our hosts, distinguished speakers, panellists, sponsors, and attendees for sharing their expertise and passion for health, prevention, and wellbeing.

More photos can be found here

Q1. In just one sentence, how would you describe the essence of Haapsalu to someone who’s never been here?

In Haapsalu, time doesn’t stand still, but while walking along the promenade, in the castle, or on the narrow streets lined with wooden houses, you experience something extraordinary  – Haapsalu’s characteristic historical tranquillity.

Q2. While tradition is important, innovation keeps things fresh. What are some key developments in spa services over the past decade, and how are providers staying ahead of health and well-being trends?

In the last decade, spa services have shifted from traditional treatments to a holistic approach to well-being, including nutrition counselling, mental health support, and technological innovations. The demand for nature-based and personalised services has grown, and the role of medical spas has significantly strengthened. Service providers remain at the forefront of trends, combining research-based development, traditional treatments, and modern solutions. Haapsalu spas are a good example of where historical therapeutic mud is integrated into innovative service offerings.

Q2. Haapsalu has two centuries of spa heritage. What elements of that rich tradition can visitors still experience today that reflect its authentic past?

The seaside promenade, a reminder of the glory of the once-famous health resort town of Haapsalu in the tsarist era, is crowned by the wooden, ornate Kuursaal. Haapsalu was a favoured summer destination for Russian tsars. The Haapsalu train station was also built for the Russian imperial family, as evidenced by the separate emperor’s pavilion, and the platform was designed to accommodate the length of the tsar’s train. Today, we can still admire the beauty and history of the promenade, Kuursaal, and the train station.

Q4. What is one experience in Haapsalu that you believe every visitor absolutely must try?

One experience that every visitor to Haapsalu should definitely try is the traditional therapeutic mud treatment – this natural treatment combines historical healing practices, the region’s unique sea mud, and modern spa services, offering deep relaxation and health benefits.

Q5. Is there a particular institution or organisation you see as the driving force behind Haapsalu’s spa industry today? What are its main goals or initiatives?

The development of Haapsalu’s medical spa sector is significantly supported by the Estonian Spa Association. The organisation issues professional certificates for spa service providers and contributes to raising the quality and professionalism of spa services as an umbrella organization.
At the local level, the development of spa tourism is also supported by the Läänemaa Development Foundation, which focuses on regional marketing and collaboration with spas to increase Haapsalu’s attractiveness as a resort town.
Haapsalu has two spas: Fra Mare Thalasso Spa and Hestia Hotel Haapsalu Spa, the latter of which is recognized with the Green Key environmental certification.
These organizations and companies cooperate to keep Haapsalu’s spa sector competitive and attractive and to meet the expectations of today’s customers.

Q6. Without giving away all the surprises, can you share a hint of what congress participants can look forward to in September, in terms of social events, cultural highlights, or special experiences?

During the congress, participants will be welcomed in the historic Kuursaal, which we will specially prepare for the ESPA Congress. The Kuursaal is closed during the autumn-winter season. We will introduce our culture through a unique food and music experience.

Q7. This year’s congress covers a range of topics. Which themes resonate most with Haapsalu’s current direction — and which ones are personally meaningful to you?

This year’s congress focuses on six main topics, addressing the future of spas in the context of European health systems, the use of natural resources, innovation, and the importance of skills and scientific approaches in spa destinations.

The following topics fit particularly well with the development trends of Haapsalu:

1. Valuing natural resources and mud therapy
   The session “In mud we trust” emphasises the use of natural resources such as therapeutic mud and seawater in balneology. Speakers include experts from Haapsalu College and ESPA, including Jaanus Terasmaa. This directly connects with Haapsalu’s mud therapy tradition and research conducted by the Health Promotion and Rehabilitation Competence Centre.
2. Preventive and restorative healthcare
   The session “Care goes beyond cure” focuses on rehabilitation, chronic condition management, and the integration of health systems. The Haapsalu Neurological Rehabilitation Centre and local science are leading in this field.
3. Innovation and technology in spas
   The session “Newness in wholeness” will highlight robotics, virtual reality, and digital solutions. The Haapsalu Neurological Rehabilitation Centre will present, as it is a top player in this field in both Estonia and Europe.
4. Skills development and community work
   The session “Skill set? Skill reset!” will address the development of the health tourism workforce, community work, and elderly well-being. Haapsalu College and Pärnu College will be represented with their projects and studies, such as “AgeWell” and health promotion curricula.

Q8. And finally, we’d love to end with your warm invitation. What would you like to say to spa professionals from across Europe who are considering attending the congress in Haapsalu?

It is a great honour and pleasure to welcome you to the 2025 European Spa and Balneology Congress here in Haapsalu – a city where history, nature, and evidence-based well-being meet.
This year, we celebrate the 200th anniversary of Haapsalu as a resort town. This honourable journey began with the discovery of therapeutic mud in 1825 and has brought us to today, where we combine time-tested healing knowledge with innovative health technologies and sustainable thinking. Our spas – Fra Mare Thalasso Spa, Hestia Hotel Haapsalu Spa, and Haapsalu Neurological Rehabilitation Centre – are great examples of how tradition and innovation can come together to create a high-quality, health-enhancing experience.
Haapsalu is not just about relaxation – it is a place where ideas are born, cooperation grows, and the understanding of what it means to be holistically healthy deepens. I believe that here lies the opportunity for inspiring discussions, the creation of new partnerships, and the shaping of a common European well-being future.

Welcome to Haapsalu! Mud-5! 

Sincerely,
Urmas Sukles
Mayor of Haapsalu

Maret Sukles (Fra Mare Thalasso Spa) explained that her native country Estonia will celebrate Haapsalu’s 200th anniversary as a spa town in 2025. The next European Spas & Balneology Congress will take place in Estonia from October 8 to 10, 2025. Estonia has a rich spa history, starting with the German physician Carl Abraham Hunnius, who studied in Estonia and introduced sea air, water and mud as therapeutic treatments in 1825.
Heat and water as therapy have an even longer tradition in Estonia. The first writings about sauna use there date back 745 years.

Read more about the Estonian Spas