The International Congress on Thermal Tourism took place on 9-10 November in Nancy, France, organized by the European Historic Thermal Towns Association (EHTTA). During this event, other Affiliate Members with expertise in the field took the stage to showcase their own work and engage in dialogue with other panelists and experts.

 

The event was opened by Mr. Ion Vilcu, Director of the Affiliate Members Department, who reflected on the need for thermal destinations to accelerate their transition to a sustainable modus operandi, the efforts required to create a favourable framework to encourage the private sector to play a decisive role in investing in the infrastructure and equipment needed in thermal destinations, as well the connection that thermal destinations have with sports. 

 

The Tourism Board of Kvarner, represented its Director, Ms. Irena Peršic Živadinov, explained how Kvarner has strategically positioned itself as a holistic health and wellness tourism destination thanks partially to the creation of the Kvarner Health Tourism Cluster. 

 

The European Travel Commission was acknowledged for its campaign in promoting Europe's thermal destinations, particularly in key markets like the United States. Mr. Miguel Gallego, Head of Marketing at the ETC also presented data on long-haul travellers’ sentiment to travel to Europe and their preference for wellness options.

 

Finally, JTB Corp., Japan's largest travel agency, brought to the forefront Japan's rich tradition in hot springs. Mr. Kentaro Suzuki, General Manager, Global Marketing of JTB Tourism Research & Consulting Co., discussed on the potential to increase Japan-Europe flow of tourists using thermal tourism.

 

This event served as an example of support that UNWTO can provide to its Affiliate Members for activities and initiatives included in the Affiliate Members Department Programme of Work. The collaboration with EHTTA has yielded tangible results, including the successful organization of International Congresses on Thermal Tourism in Ourense 2022 and Nancy 2023. 

 

These Congresses have contributed to setting standards and share best practices for the sustainable development of thermal tourism, encompassing nature and cultural heritage preservation, local engagement, and private sector involvement. 

 

UNWTO will continue to work on this area and encourages other interested Affiliate Members in getting in touch to learn more and/or share their practices and expertise for future initiatives.

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