The importance of medical spas and health resorts within European healthcare is growing, especially as chronic diseases affect up to a quarter of the population. Traditional medicine alone cannot meet the long-term needs of these patients, while health resorts offer a unique combination of physical therapy, rehabilitation, well-being, and patient education, making them an effective complement to classical treatment.

For medical spas to be fully integrated and recognised, Prof. Carpentier stresses the need for rigorous scientific evidence. Treatments must be evaluated with methodologies comparable to pharmacological research – randomised studies, control groups, and blinded assessments wherever possible. Only strong scientific validation will convince insurance providers, ensure affordability for all income groups, and prevent spa therapies from becoming a luxury accessible only to the wealthy.

“While artificial intelligence may support healthcare delivery, it cannot replace the human relationship essential in chronic disease care. Europe’s diversity in spa practices is both a challenge and an opportunity, and the European Spa Association plays a key role in unifying standards and sharing experience across countries,” says Carpentier.

Looking ahead, Carpentier sees two priorities: significantly more research and better education for medical professionals, including integrating balneotherapy into medical training.

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.

ESPA emphasized the potential of Medical Spas and Thalasso developments to revitalize rural areas by attracting healthcare professionals and “smart nomads”—highly skilled individuals seeking innovative workspaces. These initiatives can stabilize family structures, support sustainable food systems, and create eco-friendly transport solutions powered by renewable energy.

For the first time, ESPA represented EUREGHA, a European network for regional and local health authorities, encouraging spa towns to connect with policymakers to leverage funding opportunities. With ESPA’s input shaping future EU calls for funding, multi-country collaboration will be essential to secure resources for projects addressing #RuralDesertification and other #EuHealthUnion priorities. Stakeholders are encouraged to join efforts by contacting ESPA to access support and expertise.

With the help of a reliable partnership of Medical SPA sanatoriums and many years of experience working with IT solutions, UAB Inostartas has created an innovative management system for sanatoriums and hotels.

Unique AI-based sanatorium, hotel management and patient service system “InoSPA” fully meet the expectations of sanatoriums operating in Lithuania’s legal requirements are already installed and fully operating at medical SPA sanatorium.  The system integrates medical spa and hotel accommodation processes in one place, as well as perfectly integrated and elaborated accessories such as automatic document signing or procedure registration systems.

More information: https://inospa.lt/