Thermal tourism in Greece is at a critical juncture, sector leaders have warned.
To survive the intense international competition, the sector must abandon its old model—one dependent on state subsidies and outdated facilities—and transition into a new era defined by sustainability, modernization, and high-quality, experience-driven services.
“The road is difficult, but transformation is not an option; it is the only way forward,” stressed Markos Danas, Secretary-General of the Association of Municipalities of Thermal Springs of Greece, speaking to the Athens-Macedonian News Agency (AMNA).
The evolving visitor profile
The urgent need for change is driven by a radical shift in customer demand. As Danas explained, “The visitor of 2025 is nothing like the visitor of 2005.”
The typical traveler in 2005 was often an older, retired person who visited a spa town for 10 to 20 days with the sole purpose of “getting better.”
The new visitor is younger, more active, travels year-round, and seeks short-duration experiences. They are not content with just the therapeutic dimension; they demand aesthetics, cleanliness, functionality, “Instagrammable” spaces, digital convenience, and integrated packages that do not evoke past decades.
The Greek official noted that “A simple entry into a bathtub is reminiscent of decades gone by.” He added the crucial distinction: “The visitor of 2025 doesn’t just want to get well; they want to have a good time.”
Greece’s thermal tourism: fewer facilities, more experiences
Greece may not possess the thousands of cutting-edge facilities found in other European countries (Europe has 12,000 thermal facilities; Greece has only 32 certified units). However, the nation can still win by investing in creating unique experiences, Danas stressed:
Modernizing the water experience: Transforming baths does not require massive budgets, but rather imagination and adaptation. This includes upgrading services with hydro-massage, water cannons, themed water walks, water aerobics with interactive screens, aesthetic saunas with cold-bucket showers, relaxation rooms with heated beds, and temperature contrast (cold-to-hot) circuits.
Integrated wellness: Integrating the thermal experience with spa events, cultural and musical activities, massage, yoga, and cosmetology services can transform a simple visit into a comprehensive wellness experience.
Related: Under the Full Moon: A Magical Night at Greece’s Edipsos Springs
Chronic structural deficiencies in Greece
The sector faces deep-seated challenges that hinder its transformation:
- Intense international competition: Competing against 12,000 established European facilities.
- Outdated regulation: A legislative framework that has remained largely unchanged since 2009.
- Lack of thermal culture: A limited domestic tradition and appreciation for spa tourism.
- Aging infrastructure: Facilities are often dilapidated and energy-intensive.
- Confused branding: The focus on “thermal tourism” (a term unfamiliar to international professionals who recognize only Medical Tourism and Wellness Tourism) overshadows the country’s dominant “sun-and-sea” model.
“Balneotherapy in Greece is often limited to a simple immersion in old bathtubs—an image that is not reminiscent of a European health center, but a version of decades past,” Danas stated.
The end of the subsidy model
The sector’s vulnerability was exposed after 2010. Until then, Greek thermal tourism was artificially propped up by subsidies and social tourism programs. When those programs collapsed due to the financial crisis, 60% of the infrastructure was lost.
Today, the future of the sector depends not on government support, but on the country’s ability to convert its vast natural capital (700-750 natural hot springs, of which only 85 are recognized) into a modern, attractive, and integrated wellness experience, Danas noted.
Related: The Ten Best Natural Hot Springs in Greece
