Thermal Baths, a sector worth over 5 billion euros

Italy's thermal baths are conquering the world!

Not just synonymous with treatment and rehabilitation, thermal baths have transformed in recent years into true wellness destinations, capable of attracting an ever-growing audience, from athletes to families, from couples seeking relaxation to foreign tourists interested in experiencing authentic local culture. This change has allowed the Italian thermal sector to enter a new phase of growth, fitting into the broader phenomenon of wellness tourism.

No surprise, especially since the Belpaese boasts a millennia-old tradition in the sector. Even the ancient Romans, captivated by the beneficial properties of mineral springs, built establishments that were places of healing but, in reality, also of socializing. Hundreds of “wellness hubs” are spread throughout the peninsula, from Abano Terme to Montecatini, from Fiuggi to Salsomaggiore, from Saturnia to Bormio, passing through Chianciano and Castrocaro, just to name a few.

According to estimates made by Unioncamere and ISNART, by 2025, Italian thermal locations are expected to register around 24 million tourist arrivals, generating spending exceeding 5 billion euros. A particularly significant figure concerns the weight of international tourism, which represents about 60% of total spending, confirming the attractiveness of Italian thermal destinations even in foreign markets.

Italian growth fits into a global trend. Wellness tourism is, in fact, among the most dynamic segments of the entire tourism industry and involves travelers increasingly interested not only in visiting new destinations but also in improving their physical and mental balance during their vacation. The focus on prevention, the aging population, the search for a healthier lifestyle, and the spread of smart working have contributed to changing travel habits, favoring short but frequent stays dedicated to relaxation.

In recent years, the concept of a thermal vacation has profoundly changed. While in the past, stays were often linked to therapeutic needs and lasted several weeks, today short stays, rejuvenating weekends, and paths dedicated to psychophysical wellness prevail, combining thermal treatments, spas, outdoor activities, healthy eating, and the enhancement of local culinary excellences.

On the international scene, besides Italy, there are countries that have made thermalism a true trademark. Japan, for example, is famous for its “onsen,” the traditional hot springs immersed in nature; Hungary is known worldwide for the thermal baths of Budapest; Germany and Austria boast a solid wellness culture, while Iceland and the Czech Republic attract millions of visitors each year thanks to their mineral waters and historic thermal establishments.

However, what truly makes the Italian offer unique is the possibility of combining wellness with the discovery of the territory. Alongside the properties of thermal waters are art cities, picturesque landscapes, culinary traditions, and a hospitality that makes the vacation an experience capable of regenerating body and mind. Many locations still preserve historic buildings of extraordinary architectural value, a testament to a heritage that has its roots in the Roman era and continues to represent an economic and cultural resource of great value today.

The profile of visitors has also changed. While a few decades ago thermal baths were mainly frequented by elderly people, today there is an increasing presence of young professionals, couples, and families who choose wellness as an opportunity to break away from daily routines. Detox paths, anti-stress treatments, panoramic thermal pools, and experiences immersed in nature are increasingly in demand.

Experts believe that wellness tourism will continue to grow in the coming years, supported by greater attention to health and prevention and the search for authentic and sustainable experiences. For Italy, this represents an important opportunity: enhancing the thermal heritage means not only strengthening a historic sector of tourism but also promoting territories often far from the major flows of mass tourism, contributing to the development of local economies and the destagionalization of arrivals.

In an era where travel increasingly symbolizes wellness, Italian thermal baths seem to have all the cards in place to continue to represent one of the strengths of the national tourism offer.

Credit photo Ulf Meyer for Unsplash