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

The travel company Overseas from Genesis Tourism group marked a new milestone: its inaugural flight to the airport of Vilnius, the capital of Lithuania, one of the most talked-about cities in European tourism in recent years.

The direct flights will operate from today, May 15, 2025, as part of Overseas’ expansion in Lithuania. The new routes also include flights to the city of Kaunas, starting June 1.

The inaugural flight was operated by the Romanian airline FlyYo, which recently announced a significant expansion of its operations in Israel.

Vered Schwartz, Co-CEO of Overseas, stated:

“We are very excited to launch another route this year, this time to Vilnius – one of Europe’s fascinating and developing cities. The inaugural flight marks the beginning of a series of new destinations that Overseas will launch later this year, including Bratislava, the capital of Slovakia, and the town of Heviz on the shores of Lake Balaton in Hungary. The new destinations join the traditional ones that are in high demand, such as Piestany in Slovakia.”

Why Vilnius?

Vilnius, the capital of Lithuania, was recently chosen as the “European Green Capital for 2025” – a prestigious title awarded by the European Union to cities that lead in environmental policies and sustainability. The city was recognized for its practical and innovative approach, summarized well by the adopted motto: “Vilnius – the greenest city in progress”.

A City That Has It All: Culture, Cuisine, and Soul

Beyond environmental innovation, Vilnius is one of Europe’s most beautiful and fascinating cities. Its historic center is a UNESCO World Heritage site, featuring Renaissance, Gothic, and Baroque architecture combined with narrow alleys, an ancient Jewish quarter, markets, boutique shops, and museums. The city is vibrant culturally and gastronomically – offering Michelin-star restaurants, stylish cafes, and entertainment venues alongside pastoral tranquility. Vilnius manages to balance between a lively urban experience and a calm retreat amidst green nature.

Overseas: Crafting Israeli Travel Experiences in Europe

The route to Vilnius joins other destinations where the company operates, including Kaunas, Piestany in Slovakia and Karlovy Vary in the Czech Republic – all with the concept of accessible, relaxed, and authentic European vacations.

With the opening of the new route, Overseas offers the Israeli public a travel and vacation experience that combines history, nature, sustainability, and contemporary culture.

Beside that, all of the new destinations are known for their spa, wellness and health resorts, offering the prevention and rehabilitation programmes.

Csilla Mezosi from the European Spas Association stated:

»At ESPA, we are very proud of our long-term partnership with the Overseas, Passport News and Israeli travel agencies. Their participation in the SPA-CE B2B workshops and ESPA Congress in the last years also contributed to their decision to expand their flights to these countries. We are glad that natural health resorts like Pieštany in Slovakia, Karlovy Vary in the Czech Republic, Heviz in Hungary and Druskininkai in Lithuania are now better connected with Tel Aviv. It’s always worth being a part of the SPA-CE B2B workshop, where health tourism meets business and creates new opportunities! Next stop: Haapsalu, Estonia, from 8 – 10 October 2025!«

Source: https://passport.news/article/631