An interview with Dr. Martin Gehlen, Rheumatologist and Chief Physician of the Fürstenhof Klinik, Staatsbad Pyrmont, Germany – Special Jury Winner of the ESPA Innovation Awards in the category Innovative Spa Research

1. “Fibromyalgia patients with severe symptoms are often told nothing works for them. Your three-week programme proves otherwise. What’s the key to reaching this particularly difficult-to-treat group?”

One very important task of rehabilitation is to give patients back the feeling of self-efficacy. When a person is suffering from severe pain, exhaustion and sleep disorders, it is disastrous if they feel that none of the possible measures are having any effect. In psychology, the term self-efficacy is used. This means that a person has the confidence that certain measures will lead to an improvement.  The topic of self-efficacy is not only found in the field of health, but runs through all areas of life. A person who has the basic attitude that they can achieve anything if they work hard enough will cope better with health restrictions than a person who feels that they cannot do anything about the restrictions and is passively at their mercy.

The 6-minute walk test is a simple method that we use in our clinic, along with many other methods, to show people that they are very much capable of taking control of their own destiny.

“Even small steps, like the 6-minute walk test, can help patients rediscover
their ability to influence their own health.”

Dr. Martin Gehlen

2. “Your programme is based on neurocognitive models like ‘predictive coding’. Can you explain that in simple terms? How do you change the brain’s perception of pain, fatigue and effort?”

Our brain makes predictions that influence how we evaluate stimuli. Our perception is therefore by no means objective, but is influenced by experience and expectations. In concrete terms, this means that people with severe chronic pain syndromes (e.g. fibromyalgia) often associate physical activity primarily with pain. The aim of our programme is to change the assessment of sporting activity through a sense of achievement at the end of a strenuous 3-week rehabilitation programme. The goal is for this sporting activity to be assessed positively because it leads to an improvement in overall fitness.

More information: www.fuerstenhof-klinik.staatsbad-pyrmont.de

ONKOFIT-SPA programme is the winner of the ESPA Special Jury Innovation Award 2025 in category Innovative Health Spa Programme.

“Excess body fat increases recurrence risk for breast cancer survivors. How do you talk about weight and nutrition with women who’ve just been through cancer treatment? What’s your approach to making this feel supportive rather than pressuring?”

Excess body fat is indeed a known risk factor for breast cancer recurrence. We explain to women that in postmenopausal patients, adipose tissue becomes the main source of estrogen production – a risk particularly relevant for hormone-dependent breast cancers, where elevated estrogen levels may support tumour growth. Because this is such a sensitive topic, we approach it with great empathy, clarity, and without any form of judgement.

In the ONKOFIT-SPA programme, we never create pressure related to body image or performance. These women come to us after a demanding period of cancer treatment, often exhausted physically and emotionally. Our role is to support their recovery, confidence, and sense of safety. When we discuss weight and nutrition, we use exclusively health-focused language, emphasising long-term prognosis and quality of life. We highlight that even small, realistic adjustments in physical activity and eating habits can bring meaningful benefits.

A very important element of the programme is the structured spa stay within a supportive female community of patients who share the same diagnosis. Sharing experiences, participating in group activities, and regaining a sense of physical strength often increases self-confidence and fosters strong motivation to continue the new habits at home after the spa stay.

Our approach is fully individualised. Each participant has access to a nutrition therapist and physiotherapist in a respectful, safe environment where she can speak openly. We focus on sustainable lifestyle habits rather than restrictive diets.

Our data clearly show that this combination of empathetic communication, education, and expert guidance has a long-term positive impact—improving physical performance, body composition, and overall quality of life after cancer treatment. Through this supportive approach, we help women regain not only their health but also a sense of control over their bodies and their future.

Read more about the Oncology Recovery Retreat Programme
Website: https://lazneml.cz/post-onkologicky-program/
Watch the video

1. SpaEdu by Wellandia is a spa management academy launched two years ago in Romania and is growing fast. What enabled this acceleration?
We founded SpaEdu after 15 years of experience with Wellandia—a professional hub built since 2010 to strengthen the Spa & Wellness industry:
-a marketing and knowledge platform,
-organiser (since 2014) of the annual Spa Romania Conference & Awards,
-a specialised recruitment platform, and
-career structures designed to align with the EU Pay Transparency Directive (EU) 2023/970.

All Wellandia programmes and solutions were created in response to requests from spa professionals, shaped by the real constraints they face. At a certain point, we realised we couldn’t achieve our objectives without a dedicated spa academy.

SpaEdu is the education division of Wellandia—launched in 2023 as a natural next step to offer programmes, management courses, training and resources aligned with top international standards (e.g., CIDESCO).

2. What was the most challenging aspect of achieving a CIDESCO accreditation, and how do you measure the real-world impact of your graduates?
We created this course to raise the level and standards of the Spa market in Romania, aligned with top international standards. The diploma is valuable, but not the main goal. That’s why we deliver a strictly applied programme – designed to generate visible improvements in service quality and sales during the course.
Early proof: “I recovered the full course fee with a single campaign… and overall the investment paid back tenfold.” — Elena Nastaca, Owner & Director, Terapia Thai
The challenge: aligning an “implementation-first” model (changes implemented while studying) with the CIDESCO curriculum, in a format workable for very busy managers.
Our solution: we developed the SpaEdu Method, used across all our courses (including Spa Reception, First-Time Manager, etc.).
The SpaEdu Method (for the Spa Management course):
-Course handbooks on the e-learning platform: completed at one’s own pace before live sessions; additional materials; annual updates (trends, findings, methods).
-21 live Zoom sessions, highly interactive (no lectures—case studies only), on a fixed weekday, starting at 17:00 (EET/EEST, Bucharest time).
-Quizzes on the e-learning platform to verify theoretical understanding before & after the live sessions.
-A team of 11 practicing trainers (Spa professionals and related fields), each teaching in their strongest areas of expertise.
-15 practical projects were developed for each participant’s own Spa, corrected until they reach the ready-to-implement standard.
-7 live Q&A sessions (what was applied, what worked/didn’t, where they got stuck—very practical dialogue with trainers and peers).
-21 individual mentoring sessions (one-to-one) with the trainers.
-Final Business Plan (a CIDESCO requirement).
SpaEdu differentiators:
-Live cohort delivery + real cases, not only self-learning on a platform.
-Competency-based evaluation: projects are iterated until usable in the Spa (ready-to-implement), not merely “submitted and graded.”
-One-to-one mentoring at scale (21 sessions/person) + cohort Q&A for shared pace and fast unblocking.
-Immediate transfer to operations: implementations within 24h, sustained across the 12 months.
How we measure impact (during the course):
-Implementation rate: each of the 16 modules produces a concretedeliverable (SOPs, service menus, staffing plans, pricing, KPI dashboards), iterated to ready-to-implement.
-Business performance signals: changes implemented the same/next day; visible impact in P&L (Profit & Loss) and financial KPIs during the course.
-Standardisation & adoption speed: a shared operating language across locations; tools spread via Wellandia Working Groups, the Spa Conference, the Balneary Tourism Congress, three free annual mentoring programmes and two free experience-exchange programmes.
-External validation: candidates who chose to sit the CIDESCO exam achieved a 100% pass rate (first two sittings).

3. One graduate said the investment “paid back tenfold.” How do you structure learning to generate this ROI?
We structured learning around two main axes and two enablers:
Main axes:
-Implement immediately after each module: participants build the practical project for their own Spa; trainers correct/iterate until ready-to-implement.
-Interactive learning on real cases: debate on situations lived in Spa operations; the cohort co-creates solutions usable “tomorrow morning.” Postclass momentum sustains immediate application; the weekly rhythm keeps it going. Note: no extra spending is required during the course (except for Business Plan projects, typically post-course). ROI comes from changing the way teams work (processes, approaches, standards).
Accelerated internal transfer: within 24 hours after each live course, participants brief their teams on what they learned and agree on new actions for the following week. Normally change meets resistance; here, post-class energy increases team openness.
Observable evolution: in 2023, most participants did not work with SOPs; in 2025, all teams in participating Spas use SOPs as the working standard.
Enablers:
-Digital toolbox + unlimited access on the e-learning platform: SOPs, checklists, forms, financial models, service-menu frameworks, etc.; unlimited, ongoing access on SpaEdu’s own platform to quickly retrieve materials and trainer feedback.
-Predictable cadence (same weekday/time): managers can plan ahead without disrupting operations.

4. Your first two cohorts achieved a 100% CIDESCO pass rate. What specific elements of your programme contribute to this success?

The CIDESCO exam has a theory component (based on the CIDESCO curriculum) and a practical component (Business Plan + presentation).
How we prepare theory:
-Course handbooks and additional materials on the platform.
-Short quiz sets before and after live sessions (check understanding and lock in concepts).
-Thematic reviews built on quizzes; instant platform feedback (see the correct answer and learn from mistakes).
How we prepare practice (Business Plan):
-Throughout the year, participants complete 15 practical projects and are trained to think integrated, 360°.
-Example: in the Marketing project, they conduct 12-15 client interviews, receive feedback, and repeat where needed—so they enter the Business Plan with a clear method.
-Two internal exams with a SpaEdu committee: questions, feedback, and refinement of the presentation before the official sitting.
Why it works: continuity across theory-application-iteration; a ready-to-implement standard for every deliverable; recurring individual feedback; a predictable structure that lets managers learn without blocking daily operations in the Spa.
Result: 100% pass rate across the first two sessions and more importantly – operational performance gains during the course itself.

More information: https://wellandia.eu/en/cidesco-international-accredited-spa-management-course/

1. This has been one of the largest investments in Europe’s spa and wellness sector in recent years. What was the driving vision behind this project, and what message do you hope it sends about the future of urban wellbeing in Europe?

The driving vision behind De Montel – Terme Milano was to create a new benchmark for urban wellness in Europe, and we wanted it to be one that is authentic, sustainable, and deeply rooted in both nature and history. This is not just a spa; it is the only facility in Milan with certified natural thermal water, sourced from a 396-meter-deep artesian aquifer. Rich in sulphates, bicarbonates and minerals, this water offers proven therapeutic benefits and connects the city to its ancient thermal tradition, dating back to Roman times.

We wanted to demonstrate that wellness can – and must- be part of the urban tissue. 

The project is also a model of environmental innovation: it operates with zero emissions, uses solar panels and rainwater recovery systems also contributing to reforestation in the Milan metropolitan area. Through the international Reinventing Cities programme, we addressed ten climate challenges, from energy efficiency to sustainable materials.

This investment sends a clear message: Europe is ready to lead a new era of urban wellbeing, where health, sustainability and cultural heritage converge to improve quality of life for all citizens. 

2. Traditional thermal spas are often located in the countryside or mountains. You bring that experience to millions of city residents every day. How does this urban setting change the way people experience and value thermal therapy?

The urban setting transforms the way people engage with thermal wellness. At De Montel we’ve made genuine thermal therapy accessible within the daily rhythm of Milanese life. No need to travel to remote locations: residents can now integrate wellness into their routines, whether before work, after a stressful day, or as part of a weekend ritual.

What makes this experience truly special is the Terme di Saturnia Method, which we have brought into the city. This method is the result of decades of expertise developed at one of Italy’s most iconic thermal destinations. It includes exclusive treatment protocols, sensory ceremonies, and skincare products enriched with Saturnia Bioplancton and freeze-dried thermal water. These elements offer antioxidant, detoxifying and regenerative effects, ensuring that every treatment is both scientifically effective and emotionally restorative.

The urban context also enhances inclusivity. De Montel is designed to be fully accessible, with lifts and pool hoists for people with disabilities, and partnerships with local associations to ensure that vulnerable groups can benefit from the healing power of thermal water. For us, the thermal therapy needs to be a modern, democratic and essential service for city living.

3. Beyond the beautiful architecture and wellness experience, what kind of wider impact do you anticipate for Milan’s economy, the local community, and Europe’s position as a global spa destination?

De Montel is a catalyst for urban regeneration and a strategic asset for Milan’s future. The restoration of the historic Art Nouveau stables – abandoned for decades – has brought new life to the San Siro district, creating over 100 jobs and attracting both local and international visitors. The project was developed with a €57 million investment through the ESG Infrastructure Fund by Azimut Group, in partnership with Terme & SPA Italia.

The impact goes far beyond wellness. We’ve created a multifunctional space that blends architecture, nature and technology. The centre includes 10 thermal pools, advanced hydrotherapy circuits, saunas, hammams, and relaxation areas, all designed with sustainability in mind. Over 3,000 plants have been planted within the park, and 350 trees will be added to the Milan hinterland over the next decade.

On a European scale, De Montel positions Milan as a leader in sustainable wellness tourism. 

By combining the excellence of Terme di Saturnia with cutting-edge urban design, we offer a replicable model that we hope will inspire other cities to follow our path because it is a new chapter for Europe’s spa culture that embraces innovation, inclusivity and environmental responsibility. 

Wellandia is a complete universe – Wellbeing 360° – where customers can discover verified centers and clinics, carefully selected medical spas, relaxation spas, wellness packages, and trustworthy information on relaxation, nutrition, exercise, recovery, sleep, and modern wellness technologies. In addition, Wellandia serves as a valuable resource for spa professionals, a platform for career opportunities and education programmes for excellence in Spa – https://wellandia.eu/en/spa-professionals/

Ioana Marian founded despreSpa.ro in 2010 with the goal of sharing everything she had experienced and felt about the spa’s benefits. She emphasized that the spa is not merely a moment of pampering — it is true health in every sense of the word.

After 15 years of exploring the world of spa and health together, despreSpa.ro has evolved into Wellandia – a new name with the same dedicated team, vision, and values: promoting relaxation, natural resources, physical activity, personalized nutrition, advanced technologies, and recovery, all to inspire your journey toward well-being.

Recognizing excellence: ESPA Award winners receive 12 months of complimentary support and acknowledgment for their spa centers.

As part of its collaboration with ESPA, Wellandia will grant the winners of the 2024 and 2025 ESPA Innovation Awards a complimentary 12-month Exclusive Membership. This package includes access to a specialized recruitment platform for the European spa industry, extensive promotional opportunities, and dedicated educational programs for spa managers, therapists, and reception teams — all designed to foster excellence and growth in spa and wellness businesses.

The Exclusive Membership package includes (but is not limited to):

• Unlimited job postings for spa or balneary therapists, receptionists, and spa managers.
• Gamified career progression tools for employees.
• Free experience exchange programs with other Wellandia spa partners — available to therapists as well as teams of spa managers, head therapists, and head receptionists.
• Online promotion: a dedicated page on Wellandia featuring monthly offers, articles, and more.

More details on the Exclusive Membership are available here:
https://wellandia.eu/en/colaborare-wellandia/

Contact:
Ioana Marian
Founder of Wellandia (formerly despreSpa.ro)
Email: office@wellandia.eu
Website: https://wellandia.eu/

Q1. SPA VILNIUS is the big winner in the “Innovative SPA Hotel” and “Innovative Health SPA Programme” categories of the European Spa Association’s Innovation Awards for 2024. Could you briefly present the idea and the vision of SPA VILNIUS?

Thank you! At SPA VILNIUS, we are guided by the belief that true wellness emerges from the harmony of body, mind, and nature. Our vision goes beyond delivering traditional spa services; it is about creating transformative experiences where relaxation and renewal come effortlessly through seamless integration of natural surroundings, thoughtful hospitality, and advanced wellness practices.

A cornerstone of our philosophy is to remove the everyday pressures that prevent true relaxation. By automating processes like integrating personalized spa programs directly into clients’ calendars, we ensure that their time with us is spent in complete ease—without the distractions of scheduling or logistics. This allows guests to fully immerse themselves in the present, fostering a sense of connection and calm that aligns with their natural rhythms.

Our Innovative Health SPA Programme award reflects our dedication to blending science and nature through our forest therapy program. Inspired by the principles of shinrin-yoku (forest bathing) and supported by extensive research, this program goes beyond simple relaxation. It offers a deeply therapeutic journey into Lithuania’s NORDIC unspoiled nature, guided by medical professionals to harness the profound benefits of sensory engagement in natural environments.

Ultimately, our mission is to create spaces where guests find not just physical reset but a deeper emotional and mental equilibrium. Drawing inspiration from Lithuania’s pristine Nordic forests, we aim to bring nature to the forefront as a healing partner, crafting experiences that resonate far beyond the spa itself.

Q2. From your perspective, what do you believe is the primary factor that led the jury to honor your hotel with the award for the most innovative spa hotel?

We believe the jury recognized our focus on delivering truly transformative experiences. At SPA VILNIUS, we emphasize human connection and authentic hospitality over rigid standards and processes. By simplifying logistics for our guests—whether through integrated scheduling or intuitive service—we create an environment where they can slow down and relax fully. Our aim is to always be one step ahead, perfectly two, in providing thoughtful and seamless hospitality. We strive to make every detail so intuitive and refined that our guests never have to think about it—they can simply focus on enjoying their time.

The Forest Therapy program was a standout innovation, more the way we deliver it to the client, in a true hideaway, located in the forest itself. It combines immersive nature experiences, natural bathing rituals, and treatments inspired by Lithuania’s local heritage. We see nature not just as a backdrop but as a colleague, collaborating with us to extend the sense of welcome and serenity beyond the doors of SPA VILNIUS. This holistic approach reflects our commitment to not only physical but also emotional and mental rejuvenation. Additionally, our sustainability initiatives, including renewable energy and eco-conscious practices, demonstrate our forward-thinking approach to wellness tourism.

Q3. The awards indicate to innovators that they have the vision and are moving in the right direction. Will ESPA’s recognition stimulate you for new achievements, and what does the award mean to you?

Absolutely.

This milestone strengthens our resolve to lead with innovation and redefine what wellness hospitality can achieve. At SPA VILNIUS it’s not just about meeting standards—it’s about setting new ones. We are driven to explore uncharted opportunities, create transformative experiences, and further our role as a pioneer in the spa industry. This award is a proud moment, but more importantly, it reminds us that there is always more to achieve and contribute to the evolving landscape of wellness.

Q4. Lithuania is among the special SPA destinations in Europe. Your hotel and your spa programs are a benchmark in the tourism industry. Could you present your opportunities in the SPA sector in terms of facilities, services, and staff?

Lithuania’s untouched natural beauty provides the perfect foundation for wellness, and SPA VILNIUS is committed to transforming this into a truly exceptional experience. Our facilities are thoughtfully integrated into serene forest landscapes and enriched by natural mineral springs, creating an environment where guests can pause, breathe, and reconnect with themselves and nature, much of it backud up by science and long term traditions, where services are provided by fully trained medical personell.

We constantly strive to make every moment our guests spend with us meaningful. Their feedback guides our vision and inspires us to continuously improve—seeking out even the smallest opportunities to refine the art of unwinding. Our mission is to ensure that each guest feels cared for in ways that surpass their expectations, helping them slow down and embrace the present.

Our services reflect a delicate balance of tradition and innovation. From our acclaimed Forest Therapy program, which uses nature as a collaborator in healing, to advanced wellness technologies and treatments rooted in Lithuanian heritage, we aim to create experiences that are both restorative and deeply personal.

At the heart of SPA VILNIUS is our dedicated team. From certified forest therapy guides to skilled massage therapists and wellness professionals, every member is driven by a shared passion for guest well-being. Together, we create a sanctuary where hospitality feels effortless, and our guests can fully immerse themselves in relaxation and renewal.

Q5. What is your outlook on the future of spa and health tourism in Europe and in Lithuania? Are there areas where you see potential for enhancement and innovation?

The future of spa and health tourism is incredibly promising, driven by a growing recognition of the need for authentic, restorative experiences. In Lithuania, the synergy of natural resources and cultural heritage offers immense opportunities for innovation and leadership in this field.

At SPA VILNIUS, one of our key goals is to help people understand that prioritizing their well-being is as important as achieving financial success. Taking care of oneself isn’t a luxury; it’s a necessity. We believe in encouraging our guests to pause, reflect, and invest in their health before it’s too late. Through our services and programs, we aim to inspire trust and demonstrate that prioritizing wellness is an essential step toward a fulfilling life.

We also see great potential in integrating advanced technology with wellness. Personalized programs, powered by AI and digital health monitoring, could offer entirely tailored experiences, helping guests better understand and address their unique needs. Additionally, the increasing focus on mental health opens doors for developing specialized programs targeting stress reduction and emotional well-being. These innovations, paired with our commitment to deeply human, nature-centered care, position Lithuania and SPA VILNIUS as pioneers in the next chapter of spa tourism.

Q6. Could you share your hotel’s future plans and initiatives?

Our future is focused on deepening our connection to nature, enhancing sustainability, and expanding our wellness offerings. We aim to introduce year-round retreats that celebrate Lithuania’s seasonal beauty, offering guests distinct experiences for every time of year.

We’re also investing in renewable energy solutions and exploring collaborations with international wellness experts to bring fresh insights to our programs. Longevity science and medical research remain at the forefront of our initiatives as we design new treatments and wellness programs to meet diverse needs.

Lastly, we are committed to strengthening Lithuania’s reputation as a premier wellness destination. By showcasing the country’s natural beauty and unique traditions, we aim to attract travelers seeking meaningful and transformative spa experiences.

Q7. How does SPA VILNIUS plan to use the 27,000 CHF scholarship from Les Roches, and will you invest more in human resources?
This scholarship is an exciting opportunity for us to collaborate with Les Roches, one of the top institutions in hospitality. It allows one of our team members to join their Executive Master’s Program, bringing back valuable insights to enhance our operations. For us, it’s about more than education—it’s about strengthening our team and improving how we serve our guests.

Investing in people has always been a priority at SPA VILNIUS. Continuous improvement is at the heart of our team philosophy—we believe there is always room to learn, grow, and adapt. This partnership is an opportunity to empower our team with the latest knowledge and skills to create exceptional experiences for our guests. The better equipped and inspired our staff are, the more they can connect with our guests on a deeper, emotional level.

Q8. How does collaboration with Les Roches tie into these goals?
Hospitality is about creating emotions and lasting memories. This partnership with Les Roches aligns perfectly with our mission to ensure every guest feels not just welcomed but truly understood and cared for. The knowledge we gain will help us refine our ability to personalize each moment, making every interaction meaningful and memorable.

We also see great value in extending the guest experience to start well before their arrival. It’s not enough to simply let the guest explore what we offer once they’re here—we want to showcase our value beforehand. Through thoughtful communication and storytelling, we aim to spark excitement and anticipation, creating an emotional connection that begins long before check-in. Whether it’s a personalized message or a preview of their wellness journey, we want our guests to feel a sense of calm and belonging from the moment they choose SPA VILNIUS.

Les Roches will provide us with the tools and insights to bring these ideas to life. From enhancing digital touchpoints to developing innovative ways of connecting with guests emotionally, this collaboration allows us to redefine how we deliver value in hospitality.

Q9. What does this mean for your team and future plans?
Our team is central to everything we do. This scholarship reinforces our commitment to their growth and well-being, ensuring they feel supported and inspired. A strong and motivated team is key to creating the emotional connections that define true hospitality. It’s about more than providing services—it’s about creating moments that linger in the hearts of our guests.

The Executive Master’s Program will also help us uncover new ways to simplify and enhance the wellness experience. One idea we’re particularly excited about is integrating wellness into everyday routines, starting with how we emotionally prepare guests for their visit. Imagine a guided mindfulness exercise sent to a guest a few days before their arrival or personalized suggestions for how they can make the most of their stay. It’s all about making the guest feel cared for from the very beginning.

Looking ahead, we want to continue innovating and ensuring that SPA VILNIUS remains a leader in wellness. With the support of Les Roches, we’ll keep raising the bar—not just for our guests but also for ourselves. By continuously improving and focusing on what truly matters—emotion, connection, and care—we can inspire our guests to make wellness a cherished part of their lives.

Interview prepared by Ruslan Yordanov

Q1. Druskininkai is the big winner in the “Innovative SPA Destination” category of the European Spa Association’s Innovation Awards for 2024. Could you briefly present the history, the idea, and the vision of the Druskininkai for a Spa destination?

The roots of Druskininkai as a resort date back to 1794 when the healing properties of its mineral water and mud were discovered and recognized.
Today, natural treasures – mineral waters, healing mud, and refreshing pine forest air-blend with modern SPA centres that offer physical, emotional, and spiritual well-being.
The combination of modern technologies, centuries of spa expertise, and traditions allows us to provide top-level wellness and SPA services.
In Druskininkai, we invest in innovative technologies, ecology, and nature preservation, along with promoting a healthy lifestyle, tailored to the diverse needs of tourists.

Q2. From your perspective, what do you believe is the primary factor that led the jury to honour your destination with the innovation award?

Druskininkai is one of the main wellness and leisure destinations in our country. It boasts a long-standing wellness tradition, innovative SPA services, and unique natural resources.
We are appealing to both local and international audiences, and I believe these factors influenced the decision to award Druskininkai this prize.

Q3. What does receiving the ESPA Innovation Award mean for your team? 

This award is an important recognition of our resort, the infrastructure we’ve built, and the services we provide. It acknowledges our wellness and SPA sector. For us, it’s an encouragement to continue what we’re doing and improve on what we’ve already created.
Another key aspect is that the award has enhanced our visibility, brought international attention to Druskininkai, and opened new opportunities to promote the resort further.

Q4. What is your outlook on the future of Spa & Health tourism in Europe and in your country? Are there areas where you see potential for enhancement and innovation?

I see the future of SPA and health tourism in Europe and Lithuania as very promising.
The growing focus on health, natural resources, and sustainability drives constant growth in this sector.
There are numerous opportunities for improvement. First, technology – artificial intelligence, personalized wellness programs, and diagnostic innovations are areas that can be further integrated into service offerings.
I also see significant potential in sustainability. Eco-friendly practices, green energy, and environmentally conscious solutions not only enhance the attractiveness of health tourism but also help preserve natural resources for future generations.
Another goal of ours is active spa-related research in Lithuania.
Such studies are crucial for scientifically validating the health benefits of natural factors. They enable a comprehensive understanding of how mineral waters, healing mud, climatotherapy, and other natural resources affect the human body.
These studies would substantiate the importance and value of our natural resources internationally, attracting more tourists.

Q5. Could you share your destination’s (Druskininkai’s) future plans and initiatives?

Druskininkai aims to be a modern and sustainable wellness and SPA hub in Europe.
We are proud of what we’ve achieved and will strive to ensure that as many people as possible internationally learn about what Druskininkai offers.
We will invest in infrastructure, innovation, service improvement, and, most importantly, communication about our uniqueness and strengths.

Interview prepared by Ruslan Yordanov

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