{"id":14043,"date":"2026-01-22T11:15:25","date_gmt":"2026-01-22T09:15:25","guid":{"rendered":"https:\/\/ultimabozza.it\/spa-tourism-is-worth-more-than-5-billion\/"},"modified":"2026-01-26T19:02:29","modified_gmt":"2026-01-26T17:02:29","slug":"spa-tourism-is-worth-more-than-5-billion","status":"publish","type":"post","link":"https:\/\/ultimabozza.it\/en\/spa-tourism-is-worth-more-than-5-billion\/","title":{"rendered":"Spa tourism is worth more than 5 billion"},"content":{"rendered":"\n

Italian spa tourism is no longer a niche for a few regulars. In 2025, spa resorts recorded 24 million presences<\/strong>, generating more than 5 billion euros in direct revenue<\/strong>, 3 billion<\/strong> of which came from international visitors<\/strong>. Numbers that tell of a sector in full transformation, increasingly central to the country’s tourism offer. Photographing the phenomenon is the Report<\/a> presented in Rome during the conference dedicated to the role of thermalism as an engine of growth, promoted by the chamber system with Unioncamere<\/strong> and Isnart<\/strong>. <\/p>\n\n

From care to integrated wellness<\/strong><\/h3>\n\n

Spa tourism remains an identity piece of the Italian tradition, but today it is experiencing a phase of reorganization and competitive repositioning. No longer just cures, but routes that hold together prevention, relaxation and a holistic vision of well-being. This is the key that makes it strategic also at the international level. <\/p>\n\n

The strongest destinations, in fact, are not those that offer single services, but those capable of building coherent and recognizable experiences<\/strong>, integrating spas, cultural heritage, landscape and food and wine. A vacation that does not end at the establishment, but extends to the territory. <\/p>\n\n

The numbers tell of widespread economic impact. Nearly 2 billion euros<\/strong> were spent on lodging and catering, 1.9 billion<\/strong> on spa services, wellness and recreational activities – including culture, events and entertainment – and 1 billion<\/strong> on shopping, from handicrafts to local food and wine to made-in-Italy products. <\/p>\n\n

One in two tourists falls into the high spending bracket, with an average of 256 euros per day<\/strong>, about 90 euros more than the average spa tourist. Driving this demand are mainly Millennials<\/strong>, who travel as a couple or with friends and seek quality, personalized treatments embedded in a complete experience. <\/p>\n\n

Loyalty, web and branding make a difference<\/strong><\/h3>\n\n

Italian spa tourism can also count on another strength: loyalty. Six out of ten tourists<\/strong> return to the same location and often to the same facility. But beware: the choice is not obvious. The quality of the waters and treatments remains key, but value for money<\/strong> also weighs in, as does the reputation and branding of the destination<\/strong>. <\/p>\n\n

The Internet is now decisive: nearly 80 percent of tourists use the web to inquire and make reservations, compare offers, and leave reviews. Social networks, in particular, significantly influence the choices of a significant share of visitors. <\/p>\n\n

According to Federterme Confindustria<\/strong>, spa tourism today is a strongly evolving sector, capable of intercepting an increasingly qualified demand. The challenge is to accompany the growth with investment, innovation and an offer that can function all year round, also as a complement to the health system. <\/p>\n\n

For Isnart<\/strong>, revitalization also depends on system policies: infrastructure, ancillary services, branding and greater online visibility have already pushed the sector toward a high-end positioning. But consolidating change requires a shared strategy involving the entire supply chain and, why not, fiscal tools capable of supporting demand. <\/p>\n\n

Thermal districts and development of territories<\/strong><\/h3>\n\n

In the institutional debate, thermalism is increasingly seen as a flagship of Italian “tourism,”<\/strong> capable of generating induced revenue far beyond the establishments. The idea taking shape is that of thermal districts<\/strong>, where health, tourism and economic services are integrated, enhancing territories and strengthening the competitiveness of destinations. <\/p>\n\n

So spa tourism is not a legacy of the past to be preserved, but a modern lever of development. And the 2025 numbers show that, if well organized, it can continue to be good for health. Also to that of the economy. <\/p>\n","protected":false},"excerpt":{"rendered":"

In 2025, spa resorts recorded 24 million admissions, generating more than 5 billion euros in direct sales, including 3 billion from international visitors<\/p>\n","protected":false},"author":35,"featured_media":14044,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAowscnaCw:productID":"","_app_feed_target":"","footnotes":""},"categories":[1637],"tags":[2130,2076],"class_list":["post-14043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tourism","tag-spa","tag-tourism"],"yoast_head":"\nSpa tourism is worth more than 5 billion • Ultima Bozza<\/title>\n<meta name=\"description\" content=\"In 2025, spa resorts recorded 24 million admissions, generating more than 5 billion euros in direct sales, including 3 billion from international visitors\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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