As ITB celebrated its 60th anniversary, the Medical & Health Tourism Pavilion in Hall 4.1 was bigger and more impactful than ever. The European Spas Association was proud to co-create this year’s programme, highlighting the future of evidence-based health tourism, from longevity and regenerative medicine to the healing power of Europe’s traditional thermal waters.

Throughout the event, the pavilion became a dynamic hub for policy discussions, expert panels, networking, and industry exchange, bringing together leading voices from tourism, healthcare, research, and public institutions. Our members from Bulgaria, Croatia, the Czech Republic, Georgia, Germany, Italy, Hungary, Lithuania, Slovenia,  Slovakia, and Romania made the presentation of medical spas perfect. Thank you very much for the contributions! 

ITB Health Destination Award 2026

A special moment during ITB Berlin was the presentation of the ITB Health Destination Award 2026, which was proudly awarded to Italy, represented by Federterme and ENIT.

Italy was recognised for:

• Europe’s largest investments in spa and wellbeing infrastructure, European Spas Innovativation Award winner De Montel thermal spa in Milan is a new milestone in Europes spa world.
• Strong scientific research in balneology through collaboration with universities and the FORST Foundation
• The development of Italcares, a global platform promoting Italian healthcare and thermal medicine 

Italy demonstrates how health tourism can successfully combine medical evidence, cultural heritage, sustainability, and global competitiveness.

Congratulations to Visit Düsseldorf for being awarded the best Medical Tourism Destination 2026! Thank you to all jury members for your valuable work and cooperation; special thanks to ITB!

Strategic Partnership for Women’s Wellbeing

A major highlight of ITB Berlin 2026 was the launch of a strategic collaboration between the Institute of Tourism and the European Spas Association (ESPA) focused on women’s empowerment and wellbeing.

This partnership aims to expand access to evidence-based natural healing services, promote preventive health, and strengthen women’s role in the tourism and health sectors.

The collaboration was focused on:

• Promoting women’s health and preventive wellbeing through spa medicine and natural healing services
• Developing research, studies, and policy recommendations on women’s empowerment
• Supporting female professionals, entrepreneurs, and leaders in tourism and healthcare
• Creating programmes encouraging healthy lifestyles, resilience, and self-care
• Strengthening cooperation with governments and international organisations

A Joint Working Group will soon be established to develop research initiatives and pilot projects that place women’s wellbeing at the centre of sustainable tourism and health strategies.

Dialogue with UN Tourism

During ITB Berlin, the European Spas delegation also held an important meeting with Cordula Wohlmuth, Regional Director Europe of UN Tourism. Discussions focused on strengthening cooperation and expanding knowledge transfer and publications on health tourism within the UN Tourism framework.

There was strong interest in further collaboration on topics such as:

• Quality standards for health destinations
• Health tourism as a driver of sustainable tourism development
• The growing importance of the Silver Economy

At the Global Tourism Summit at the Ritz-Carlton, European Spas representatives also had the opportunity to exchange perspectives with UN Tourism Secretary-General Shaikha Al Nuwais, exploring opportunities to further highlight health tourism and longevity-focused travel at a global level.

Healthy Water Initiative – A Unique Experience

One of the most engaging highlights at the European Spas stand was the “Healthy European Waters” Bar. This interactive concept allowed visitors to experience the diversity and therapeutic qualities of Europe’s mineral waters, sparking inspiring conversations about water as a cornerstone of health and spa medicine.

The initiative was organised in cooperation with the Slovenian Spas Association and the Slovenian Tourist Board, showcasing the strength of European collaboration in health tourism.

Academic Cooperation and Young Talent

European Spas was delighted to welcome Prof. Waldemar Berg, President of the Deggendorf Institute of Technology, for valuable discussions on future academic cooperation.

Special thanks go to our members and colleagues Anke Sponer and George Christian Steckenbauer, whose expertise and contributions to the Medical & Health Tourism Pavilion stage programme were instrumental to the success of our presence at ITB Berlin 2026.

We are also deeply grateful to the students from Deggendorf Institute of Technology, whose energy, professionalism, and creativity helped represent the European Spas Association throughout the entire trade fair. Their engagement truly reflects the future of our sector.

Inspiring Discussions at the Pavilion

The pavilion programme featured numerous high-level discussions, including:

Longevity, Regeneration & Prevention – Beyond the Buzzwords
with leading experts discussing the transformation of preventive healthcare.

Digitalisation in Health Tourism,
exploring education and innovation in cooperation with international partners.

Wellbeing in Tourism – Economic Engine: Impact Today, Value Tomorrow,
highlighting the growing economic importance of health and wellness tourism.

Looking Ahead

ITB Berlin 2026 once again confirmed that health tourism is becoming one of the most dynamic sectors in global travel.

The European Spas Association remains committed to strengthening spa medicine, preventive health, sustainability, and innovation, while building international partnerships that support healthier societies and thriving tourism regions.

Thank you to Thomas Böhmkes, Ophelia Janik and to all our partners for the intensive and successful days!

Lithuania was awarded the prestigious ITB Health Tourism Award 2025 at an awards ceremony in Berlin recognising the development of health tourism infrastructure, the quality of its services and its international visibility. This recognition is considered one of the most significant internationally.

Not just an honour, but also an economic benefit

Kristina Citvarienė, Director of the Lithuanian Resorts Association, says that this award is not only a great honour for Lithuania’s health tourism sector but also a strategic opportunity for the country.

“Lithuania’s health tourism sector is growing steadily and attracting more and more foreign tourists looking for high quality health and wellness services. “The ITB Health Tourism Award 2025 further strengthens Lithuania’s image as an attractive and innovative health tourism destination and contributes to increasing its international visibility. I am sure it will encourage further development of the sector and allow planning for higher flows of health tourists,” says K. Citvarienė.

She also stresses that international recognition is important not only for the country’s health tourism sector, but also for the local population.

“As the number of visitors increases and competition from health facilities grows, the quality of services will further improve, and it is not only tourists who use them, but also locals. In addition, Lithuania’s growing attractiveness as a place where even more foreigners are likely to come for health purposes will mean greater economic benefits for the country and more opportunities to create additional jobs for professionals working in the health sector,” says K. Citvarienė, Director of the Lithuanian Resorts Association.

According to her, Lithuania has been a European leader in health tourism for many years, competing successfully with countries such as Germany, Switzerland, Austria and the Czech Republic.

“Lithuanian spas have long been renowned for their unique wellness traditions and innovative treatments. This award is a recognition of the work of the whole sector and proof that we are moving in the right direction, combining traditional values with modern technologies. Health tourism is a very promising area for Lithuania, and such achievements as this award or the ESPA Congress held in our country last autumn significantly strengthen Lithuania’s position as a high-quality health tourism destination in Europe”, – emphasises K. Citvarienė, Executive Director of the Lithuanian Spa Association.

More visitors and longer stays

For his part, Artūras Salda, head of the National Association of Sanatoriums and Rehabilitation Institutions, says that the recognition is not only the result of persistent work, but also the successful use of the country’s natural resources.

“Lithuania’s health tourism tradition dates back more than 200 years, which is why our 4 main spas and 5 health resorts are well-developed. Moreover, all of them are characterised by one or other natural healing factors: mineral water, therapeutic mud, unique micro-climate, the influence and benefits of which have been confirmed by scientists for the human body. It is great that we are able to use all of this for the benefit of the Lithuanian people and visiting guests,” said A. Salda.

According to him, the wide choice of rehabilitation, spa and recreation services, the increasing accessibility to major European cities and the attractive price-quality ratio have also led to the country’s international visibility and increasing appreciation.

The growing recognition of the health tourism infrastructure developed in Lithuanian spas and health resorts is also reflected in improving figures. Statistics from the National Sanatoriums and Rehabilitation Institutions reveal that 290 000 clients will visit Lithuanian sanatoriums and rehabilitation centres in 2024. This is 16% more than the year before. The number of nights spent has also increased. It jumped by 21% to almost 1.5 million overnight stays per year.

The most notable overnight stays are from Germany and Israel. On average, they spent more than 11 nights in Lithuanian health establishments last year. According to A. Saldos, Head of the National Association of Sanatoriums and Rehabilitation Institutions, this means that foreign clients are coming for longer stays and for preventive purposes.

Lithuanians are also paying more and more attention to wellness. Statistics show that those who pay for their own accommodation, rather than being sent through the State Patients’ Fund, also tend to spend more time in health facilities. Their average number of bed days has reached 2.5 days.

Lithuania is more visible than ever before

In recent years, Lithuania has received more international recognition. At the 2024 European Spa Association (ESPA) Congress, the country’s sanatoriums and spa centres received 7 awards.

Last year, Lithuania was also recognised by Lonely Planet. The publication named our country the second best travel destination in the world and the best in Europe for 2025.

Lithuania’s wellness sector was also in the international media spotlight last year. In particular, Forbes columnist Stephan Rabimov wrote about our country’s achievements in this field in his article “How Lithuania Is Redrawing The Wellness Travel Map”.

The country’s capital has also received exceptional recognition. Vilnius was named “European Christmas Capital 2025” and voted “European Green Capital 2025”.

ITB Berlin, the world’s largest and most influential tourism trade fair, awarded Lithuania for its outstanding achievements in the fields of medicine and wellness, sustainable development and successful international cooperation. The official presentation of the award took place on 5 March in Berlin at the prestigious ITB Medical & Health Night event.

Stop by the ESPA stand to experience:

• Water tasting with mineral water from Slovenia, Bulgaria, Czechia, Germany, Romania, Lithuania, Georgia, and Iceland.
• Mud application from Lithuania.
• A special massage corner.
• A presentation of the medical tourism management study program by the Deggendorf Institute.

Don’t miss ESPA members at the ITB Hall 4.1 STAGE:

March 4, 2025, 14:00–15:00

• Bulgaria is Redefining Its Image as a Destination for Affordable Luxury, Focusing on Spa Treatments and Natural Beauty
  • Mr. Miroslav Borshosh, Minister of Tourism, Republic of Bulgaria
  • Dr. Siyka Katsarova, President, Bulgarian Spas and Balneology Association

March 5, 2025, 10:00–11:00

• Health Tourism Management / How to Meet the Needs of Gen Z as Travelers and Employees
  • Anke-Andrea Sponer, International Competence Center for Health Tourism, Deggendorf Institute of Technology (with students)
  • Csilla Mezösi, SG European Spas

March 5, 2025, 12:00–13:00

• Demographic Changes, New Concepts in Health Tourism, and Longevity: The Role of Promoting Health Tourism, Thermal Springs, and Climate Resorts
  • Albert Zinevic, Sales Director, Egle Medical Spa; Member of the National Association of Rehabilitation Centers and Medical Spas of Lithuania
  • Martin Plachy, CEO, Royal Spa Hotel, Czech Republic
  • Frank Halmos, CEO, Ensana Health Spa Hotels
  • Csilla Mezösi, Secretary General, European Spas Association

March 5, 2025, 14:30–15:00

• New Priorities of the New Transport Committee
  • Presented by Daniel Attard, MEP, European Parliament

March 5, 2025, 16:00–17:00

• The Healthy Water Initiative: Highlighting the Benefits of Drinking Cures and the Positive Effects of Natural Remedies
  • Iztok Altbauer, CEO, Slovenian Spas Association
  • Iuliana Tasie, Vice-President, Romanian Spa Operators
  • Hans-Jürgen Kütbach, European Affairs, German Spas Association (Deutsche Heilbäderverband)
  • Alina Huseynli, Director, Institute of Spa and Balneology, Czechia

Complete programme: https://www.itb.com/de/besuchen/eventuebersicht/

Meet us at the Medical Pavilion Stage (HALL 26c) and at the European Spas booth 301A.

From 7 to 9 March 2023 at the Medical Pavilion Stage/Education Hub at ITB Berlin, the European Spas Association together with its key partners and members, will be holding some very interesting discussions. Medical and health tourism plays an important role at ITB Berlin 2023.

Key industry players will be talking about optimisation of spa hotel operations, marketing in health resorts, sustainable investments, nutrition, mental health, and much more. 3 days of business, new connections, exchange and education await.

Programme at the Medical Pavilion Stage HALL 26c

7th March 2023

11.30 – 12.30 h PANEL DISCUSSION: Optimization of spa hotel operations with:

• Martin Plachy, CEO Royal Spa, Czech Republic www.royalspa.cz
• Petra Lelovska, Vice President Ensana Health Spa Hotel Group, www. ensanahotels.com
• Dr.Siyka Katsarova, President BUBSPA, www.bubspa.org/en
• Edgaras Briedys, B2B Sales Director Eglės sanatorija Lithuania, www.medicalspa.lt

16.30 – 17.00 h EXPERT INTERVIEW: Implementation of successful communication of health resorts: green-active-healthy

• Iztok Altbauer, Managing Director, Slovenian Spas Association, www.slovenia-spa.si

17.00 – 17.30 h EXPERT INTERVIEW: Healing power of the sea – Thalasso

• Marlies Sobczak, CEO Vita-Con Consultancy, Netherlands, www.europeanspas.eu/thalasso-working-group/

8th March 2023

14.30 – 15.30 h PANEL DISCUSSION: New Products in health tourism – combining nature and sustainable investments with:

• Iuliana Tasie, General Manager, Ana Hotels Eforie Nord, Romania, anahotels.ro
• Ivana Kolar, CEO of Julius Rose Business consulting, www.turizam365.com
• Dr. Michael Feld, Specialist for sleep disorders, Germany

15.30 – 16.00 h Nutrition – from ordinary to extraordinary / Overfed, but undersupplied
How to improve your clients´ diet?

• Alexandra Friedhoff, Nutrition and Health Coach (LCHF), Germany, https://www.alexandrafriedhoff.de

16.00 – 16.30 h EXPERT INTERVIEW – Evolution and Expansion of Ensana Hotels

• Frank Halmos, CEO Ensana Health Spa Hotel Group, www.ensanahotels.com

9th March 2023

10.30 – 11.00 h EXPERT INTERVIEW- Growing demand for mental health, Thierry Dubois President European Spas Association and representing Thermes Saujon, France, www.thermes-saujon.fr

11:00-11:30 EXPERT INTERVIEW- The chances of high security of supply and independence from market fluctuations through renewable energies, Christoph Waser, CEO, W&P Engineering, www.wpeng.de

13:00-13:30 PANEL DISCUSSION about Prevention and Wellbeing – key focus areas and strategies for Growths Csilla Mezősi, Secretary General of European Spas Association

16.25–17.10 WOMEN AND MEDICAL TOURISM by European HTI Summit, hticonference.com

CONVENTION Hall 3.1

In the evening of 9th March, starting at 7 p.m., the ITB Medical & Health Night will take place at the Amaro Hotel Grand Central, featuring the presentation of the ITB Medical & Health Tourism Award 2023 in partnership with European Spas Association.

See you at ITB 2023!

HALL 26c booth 301A