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.

The German spa and health resort industry convened from November 14 to 16, 2024, under the theme “Shaping the Future – Health Resorts and Spas in Germany” in the rapidly growing spa town of Bad Nauheim, located in the heart of Hesse.

The conference’s main topics addressed the continuously rising demand since the pandemic for treatments related to post- and long-COVID as well as fatigue syndrome. During the conference, a study suggested that a substantial portion of these patients could be successfully treated on an outpatient basis through spa medicine, including outpatient preventive care services. This is especially relevant given the highly limited capacities of hospitals for critically ill patients and rehabilitation clinics for inpatient rehabilitation.

Furthermore, a foreseeable consequence of the planned hospital reform is the increased shift of services to the outpatient sector. This transition presents an opportunity to utilize the medical and therapeutic offerings of outpatient preventive care medicine properly.

State-certified health resorts and spas in Germany account for 28% of all overnight stays in the country and ensure the medical and therapeutic care of the population in rural areas. “The greatest challenge for health resorts and spas is maintaining, refurbishing, and developing their highly personnel- and cost-intensive health infrastructure,” said Brigitte Goertz-Meissner, President of the German Spas Association. Most of these very small towns are facing severe financial strain, particularly since they had to close their thermal baths during the pandemic and could not claim compensation for losses. For approximately 200 thermal baths in Germany, funding programs are urgently needed.

Goertz-Meissner also highlighted another challenge: the legal rulings on input tax deduction. Decisions by the European Court of Justice (ECJ) and the German Federal Fiscal Court (BFH) have stripped health resorts and spas of their right to deduct input tax. This could result in back payments amounting to millions for these small municipalities. Goertz-Meissner demands that input tax deductions from spa tax revenues must remain permissible and that retroactive claims be suspended. Without these measures, many health resorts and spas face existential threats.

With over 1,200 rehabilitation clinics established in health resorts and spas, the planned hospital reform and its associated risks for rehabilitation clinics were also a key discussion points. The German Spa Association calls on the federal government to consider the unique needs and challenges of rehabilitation clinics in the legislative process. Only a tailored reform that addresses both acute care and rehabilitative services can ensure high-quality and comprehensive patient care across Germany in the long term.

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