Mr. Petr Kulhánek, Former Minister for Regional Development, Czech Republic and Former Mayor and Regional Leader of Karlovy Vary

Mr. Kulhánek brings extensive experience in regional policy, tourism development, and public administration, providing valuable insight into the integration of spa and health tourism into sustainable regional strategies.

Dr. Reza Soltani, President of the Tourism Industry Research Centre, Partner of Woman Wellbeing project
Dr. Soltani is a globally recognized expert in tourism research, innovation, and strategic development, contributing deep knowledge of industry trends and evidence-based evaluation.

Their expertise will strengthen the jury’s ability to recognize excellence in health tourism, spa innovation, and sustainable wellbeing initiatives across Europe.

We look forward to their contributions in selecting the next generation of award-winning health destinations and spa leaders.

More information about the awards: https://europeanspas.eu/espa-innovation-award/

From 11 to 13 May 2026, Varna, Bulgaria, will host a landmark European gathering dedicated to the future of sustainable health tourism.

Hosted by the Ministry of Tourism of the Republic of Bulgaria and the Municipality of Varna, and organised by the European Spas Association and the Health Tourism Industry in cooperation with BUBSPA, the event will bring together leading voices from across Europe and beyond.

As a high-level platform, it will connect policy-makers, destinations, scientists, medical experts, and industry leaders to exchange knowledge, shape policy, and drive innovation in health tourism. With its rich spa heritage, natural healing resources, and growing international profile, Bulgaria takes centre stage—positioning itself at the forefront of Europe’s evolving health and wellness landscape.

Programme at a glance

11 MAY – WELCOME EVENING

12 MAY – HEALTHXCHANGE SUMMIT

Morning Sessions

• Opening Remarks – Organisers & Hosts
• Keynote Address – Minister of Tourism
  National Vision for Sustainable Health Tourism
• EU Delegates Session
  EU perspectives, policies & cooperation opportunities
• European Spas Forum
  The Science of Balneology – Where Tourism and Health Meet
• Networking Lunch

Afternoon Sessions

• Fireside Chat
  Water Strategy – Healing Water as a Strategic Resource
• Health Tourism Industry Forum
  Europe as a Health Destination & the Importance of Collaboration
• Bulgarian spas and balneology Forum
  The Excellence of Bulgaria – Visionaries and M
• Fireside Chat
  Climate & the Healing Climate
• Gala Dinner & Innovation Awards in partnership with SOTHYS
  Venue: Aquahouse & Astor Garden Innovation Awards; Celebration of 20 Years of BUBSPA

13 MAY – LONGEVITY FORUM & SITE VISITS

Longevity Forum – Ensana Aquahouse; New Medical Inputs from Balneology & Lifestyle Change

after the forum – Thematic Site Visits

• Group 1: Detox Programmes
• Group 2: Sports Medicine & Rehabilitation
• Group 3: Thalasso & Marine-Based Therapies

Delegates depart Varna.

The Thalasso working group, a joint initiative between ESPA and Staatsbad Norderney, is dedicated to advancing and professionalizing Thalassotherapy in the health and lifestyle sector.

Led by Marlies Sobczak from the Netherlands and Mr Wilhelm Loth of Staatsbad Norderney, the group seeks to integrate Thalassotherapy more closely into European healthcare practices. With a focus on innovation, sustainability, and the benefits of seaside locations and healthy maritime climates, the group emphasizes treatments under medical supervision.

Dr. Siyka Katsarova, Vice President of ESPA and founder/board member of the Bulgarian Union of SPA and Balneology and SPA Tourism (BUBSPA) is inviting you to save the date for the first Thalasso Exchange. This exciting event will take place in the beautiful Golden Beach seaside resort.

We look forward to welcoming you to this groundbreaking event in Varna!
Stay tuned for more information!

For more information about the working group, please contact: Thalasso@europeanspas.eu.

1.  Ms. Tsvetanova, congratulations! GRIFID Hotels is the big winner in the “Innovative SPA Concept” 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? 

The main factor that helped GRIFID Hotels to be recognized in the “Innovative SPA Concept” category is our approach to the integration of new technologies, personalized procedures, authenticity and sustainability in the “360° Concept” of the Medical SPA Centre in Encanto Beach. The goal of the concept is to offer a comprehensive approach to well-being tailored for demanding guests who have adopted a healthy lifestyle for their daily lives or are looking for their way to a healthier lifestyle. The variety of therapies ensures that every guest gets a personalized, holistic experience.

Of course, innovations in the wellness and SPA sphere, specialized therapies and the integration of environmentally friendly and natural practices and products, the combination of traditional methods with modern scientific approaches, along with the focus on the well-being and health of clients, is also a key factor for the successful presentation of the program.

Our exclusive program is DETOX, available only for adults. It starts with an individual consultation with an expert nutritionist who assesses the guest’s health goals and performs a comprehensive analysis of body composition, including fat, muscle, and bone mass. Based on these data, a carefully selected detox menu is prepared to help remove toxins, rejuvenate energy levels and support weight control. The program is individually tailored to the guest’s needs, and is always a unique combination of:

– healthy eating in a special à la carte restaurant following the concept of Locavore R70. Most products used in the menu are at a distance of max. 70 km from us.

– Detoxifying daily procedures:  hydrotherapy with Unbescheiden Bath Tub Experience, applications with curative local Black Sea mud, detoxifying therapies with seaweed, as well as colonohydrotherapy of the colon prescribed after medical judgement, further intensify the process of cleansing the body.

– A variety of specialized physical activities

– Wellness therapies with local organic essential oils, rose water and innovative CO2 extracts of Bulgarian rose Rosa Damascena, lavender essential oil, as well as local healing mud and organic cosmetics.

– Use of cosmetics with fragrances derived from plants grown in local gardens and harmonized with their natural dynamics or based on wild plants harvested from clean natural areas.

– Special care for the leisure of the guests in the program – “soft” animation, professional evening shows, a library with a menu for board games and magazines for a healthy lifestyle.

• Bulgaria is among the leading SPA destinations in Europe, and your company is a benchmark in the tourism industry. Please present your opportunities in the SPA sector as a base, services and staff? 

We offer a range of health-care options with Wellness Therapies, which are designed to provide our clients with relaxation, prevention, and recovery opportunities. Soothing luxurious setting with panoramic sea views, MEDI SPA centre with an area of 2300 m2, on 4 thematic floors, with 32 therapy cabinets, a healthy restaurant with an emphasis on local cuisine, unlimited access to saunas, steam bath, heated and aquatonic pool, Kneipp Trail, professionally equipped with Technogym Kinesis Serie fitness centre with panoramic sea views, in addition to

luxury accommodation, access to an infinity pool, a private beach, daily sports activities, authentic yoga classes, sports programs with an instructor, evening performances and social contacts. And all with attention to small details for the guests’ comfort and needs.

We strive to adapt our services to be comprehensive and broad-spectrum. With a team of young, ambitious, and academically skilled professionals, we’re developing treatment programs and packages for both guests who have made health care a way of life and those who are feeling the need to take care of themselves for the first time.

Whether our exclusive Detox program or the specialized physiotherapy and rehabilitation programs suitable for diseases of the musculoskeletal system, nervous system and various skin diseases is selected, we ensure that our team of specialists will ensure that each guest receives attention, a professionally provided overall experience.
Individual packages including physical activities, luxurious wellness, and therapeutic treatments are available for guests looking for a refined but brief wellness experience.

• What is your perspective on the future of SPA and health tourism in Europe and in your country? Are there areas where you see potential for improvement and innovation?

The outlook for the future Health and SPA tourism in Europe and Bulgaria looks promising, especially in the era of growing interest in healthy eating, balanced lifestyles, prevention and alternative therapies.

Nowadays, more and more people realize the importance of physical and mental health, and health and SPA tourism offer a number of opportunities in this direction.

Combining medical treatments such as physiotherapy with traditional SPA and wellness services is becoming increasingly popular which can attract new target groups of clients.

Of course, something can always be improved – for example:

• medical and health tourism to receive support at the state level by providing vouchers for health services to the population, thus we will have a healthy and welfare-conscious nation;
• better advertising strategies to attract international tourists;
• tailoring services to clients’ needs, including stress management programs, nutritional programs, and mental health services.
• Regular training of highly qualified specialists working in the sector to provide high quality services is also important.

Bulgaria, with its natural resources, has the opportunity to establish itself as a leading destination for health and SPA tourism in Europe.

According to analyses of trends, health and SPA tourism in Bulgaria and Europe shows significant potential for upgrading and innovation. The focus on sustainability, adapting offerings to customer demand and needs can lead to increased competitiveness and attractiveness of the sector.

• Over the years, the Bulgarian Union of Balneology and SPA Tourism has worked together with representatives of the business, the state, the academic community and consumers to develop the industry at the national level. Did this help increase base occupancy, upgrade the product and educate consumers about services in the Balneological and SPA sector? 

This cooperation leads to a number of positive results for the industry, especially for us as a seasonal site and our striving to fill the wings for the season, and why not a request for year-round engagement of the team of professionals.
The development of Balneological and SPA tourism, the implementation of new strategies, the development of services that are attractive to guests, leads to an increase in the tourist flow and, accordingly, an increase in employment.

The acquired knowledge and experience of the academic community and business, the development of new therapies and work protocols, help to improve and upgrade the services and packages offered.

Information campaigns aimed at raising consumer awareness about the benefits, services and opportunities offered by the Balneological and SPA sector are increasing the interest. Many of our guests also have experience from centres abroad and remain fascinated by the modern condition of the base and the professional abilities of the therapists on site.

Under the Bulgarian Union of Balneology and Spa Tourism and the German Bulgarian Chamber of Industry, leading health funds from Germany visited MEDI SPA Centre Encanto Beach and guaranteed the quality of the rehabilitation services received by us with the conclusion of contracts. Thus, already insured German guests can reimburse the costs of procedures and therapies performed in our centre for problems with the musculoskeletal system, skin or respiratory problems.

The main Austrian insurers included a wellness holiday in several GRIFID hotels, in their additional health insurances for better quality of life and health prevention.  Due to the high quality of our product from next year, we are deepening our work with them in the direction of a specialized Detox program.

We are happy that guests who have used their Austrian holiday and reimbursement insurance at GRIFID hotels want to come again next year, already as our direct guests, convinced of the quality of the product we offer. 

These successes would not have been possible without the great platform and authority of the Bulgarian Union of Balneology and SPA Tourism.

In conclusion, I can say that such multilateral cooperation is essential for the successful development of Balneological and SPA tourism in Bulgaria.

• The awards show innovators that they have the vision and are going in the right direction. Will the recognition from ESPA stimulate you to new achievements and what does the award mean to you?

The recognition from ESPA is a significant award of a very high level, which not only confirms the success of our work, but also serves as an inspiration for future achievements. This recognition shows that we are on the right track and that our vision and efforts have been appreciated by leading industry experts.

The award is not only a reflection of our ongoing successes, but also a recognition, incentive and guarantee of future active work with the team to maintain and build on what has been achieved. The desire to create unique experiences for our guests is a major driver for us. After receiving the award, we are even more motivated and committed to our ambitions and goals, striving to surpass our own achievements.

• 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?

I am extremely happy that I was part of this event – a location that adds additional value, due to the fact that it is world famous for its natural resources and SPA traditions in an impeccably organized SPA resort and city; high-level presenters and lecturers, discussed current topics that excite and engage specialists in the field of MEDI SPA, thalasso and wellness centres, useful but also informative, in terms of showing trends and innovations in the field of SPA and wellness tourism. A place for new contacts with leading specialists in different fields – academic, medical, SPA and wellness sector, tour operators, suppliers, etc.

The annual congress of the European SPA Association in Lithuania leaves a strong impression. Hosts and organizers have worked hard to make it a professional and inspiring event, and I want to thank them for that. 

Interview prepared by Ruslan Yordanov

An important part of the 68th meeting of the UNWTO Commission for Europe (CEE), taking place between 31 May and 2 June 2023, is the side conference, where participants will be discussing two main topics: »Europe as an increasingly popular medical and wellbeing destination« and »Education and skills in medical and wellbeing tourism«.

The welcome remarks will be given by Mr. Zurab Pololikashvili, Secretary-General, UNWTO and Mr. Ilin Dimitrov, Minister of Tourism, Bulgaria, followed by the introduction speech of Mr. Thierry Dubois, President of the European Spas Association. 

Europe is an increasingly popular medical and well-being destination

The first panel will delve into the prominence of Europe as a sought-after medical and well-being destination. Distinguished panellists will share insights on the distinctive advantages, hurdles, and prospective opportunities inherent to their respective countries. The panel will be moderated by Prof. Alessandra Priante from the Director of Regional Department for Europe.

She will be joined by esteemed panellists: H.E. Mrs. Ieva Valeškaitė, Deputy Minister, Ministry of Economy and Innovation, Lithuania, Mrs. Maia Omiadze, Head, Georgian National Tourism Administration, Mrs. Silvia Doušová, Director of Tourism Department, Ministry of Regional Development, Czech Republic.

Education and skills in medical and well-being tourism

The second panel discussion will be moderated by Csilla Mezösi, Secretary-General at European Spas Association. Key stakeholders from the private sector, including representatives from health tourism organizations, educational institutions, and industry experts, will discuss the existing gaps in education and skills training in the health tourism sector and explore potential strategies to bridge those gaps. The panellists will also examine the evolving demands of the industry and how educational institutions can adapt their curricula and programs to meet these demands effectively. 

Csilla Mezösi will be joined by: Dr. Siyka Katsarova, President of the Bulgarian Union of Balneology and Spa Tourism, Prof. Dora Kostadinova, Vice Rector at the Varna Medical University and Massimo Caputi, President of Federterme, Italy and Vice-President at the European Health Management Association, Elitza Stoilova, CEO, UMNI AI Bulgaria, Roberto Antunes, Executive Director at NEST, Portugal, Ricardo Leitão, Nova Medical School Portugal.

The closing workshop from Mike Wallace will based for the audience of tour operators, spa and health destination managers, employees working in the medical and well-being tourism field with the following topics: Post-pandemic well-being and medical tourism new customer expectations and how training & education new demands and expectations changed. ESPA Board Member Martin Plachy will highlight the Czech spa voucher system and its impact. Iztok Altbauer will present a unique Slovenian sustainability program – Green Wellness Route.

More information can be found at: https://www.unwto.org/europe/event/meeting-of-the-unwto-commission-for-europe.

“We chose the topics of health tourism and climatology because they are extremely suitable for Bulgaria and the region. Health tourism includes tourism with the goal of contributing to good physical, mental and spiritual health through the use of natural resources (climate, mineral waters and healing mineral deposits and medical and wellness activities) that increase the psychophysical abilities of a person,” Katsarova said.

A country with abundant mineral water resources

Bulgaria is among the top ten countries in Europe in terms of the richness and diversity of hydrothermal waters and bioclimatic treatment. Moreover, Bulgaria is among the leading in Europe in terms of existing, developed and registered (certified) mineral water resources.

Katsarova pointed out that the most important factor is the climate – pleasant and healthy throughout the year. Likewise, the location of the country, as well as its diverse relief, determine the favourable climate conditions for the development of year-round tourism.

In 2022, Pamporovo recorded 286,090 overnight stays, an increase of over 20% compared to the previous year. The new data shows that Pamporovo is not only recovering successfully after the hiatus caused by the global pandemic, but more and more tourists are rediscovering the region’s possibilities for a ski vacation because of the perfect slopes. The winter holidays are successfully combined with the spa facilities of the hotels and the tasty traditional Rhodope cuisine. Most importantly, the destination is becoming increasingly desirable for event tourism.

A strong recovery of spa tourism

Boran Hadjiev, the Mayor of Chepelare Municipality, thanked all the representatives of the regional tourism industry who work daily to strengthen the destination’s image as a year-round and hospitable destination for tourists from Bulgaria and abroad. He added that a part of why the region is recovering successfully is Plovdiv Airport, which is constantly opening new lines.

“In September of this year, we will celebrate the 90th anniversary of Pamporovo. It is wonderful that it also coincides with the jubilee congress of the Bulgarian Union of Balneology and Spa Tourism, which Chepelare will host this year,” the mayor added.

Europe is rich in natural remedies, and balneotherapy in many European countries has a long tradition. It is no surprise that balneotherapy has become an integral part of the health system through the management of chronic diseases, recovery from acute medical conditions, and prevention of common diseases.

The European Spa Association presented concrete ideas for an adapted strategy aimed at European health resorts, including climate resorts. ESPA is confident that these efforts will benefit many patients affected by COVID-19.

Find out more about ESPA at: https://europeanspas.eu/.

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