January 2026
Experts from The Great Spa Towns of Europe will join the National Thermal Tourism Conference in Rome this month.
On 21st January 2026, Europe’s thermal tourism community will gather for this landmark event dedicated to exploring the future of Italian thermal destinations. As conversations around sustainability and climate change, heritage preservation, the growing use of AI and technology in the wellness industry intensify, this conference is a vital moment for sharing international best practice and reaffirming the enduring value of Europe’s historic spa culture.
The Great Spa Towns of Europe: Case Studies, Considerate Management and Living Models of Excellence
The Secretary General, Chiara Ronchini, will present case studies alongside spokespeople from two towns within The Great Spa Towns of Europe: Klaus Lorenz from Baden bei Wien, Austria and Yves-Jean Bignon from Vichy, France. Together, these experts bring decades of hands-on experience in thermal destination management, spa heritage conservation, and sustainable wellness tourism.
These speakers will share best practices on how to strengthen thermal destinations, support sustainability and cultivate the long-term appeal of these timeless destinations.
Though speaking from different towns and countries, where local management systems and national legislation differ, Vichy, Baden bei Wien and all towns in The Great Spa Towns of Europe share values and exchange knowledge, which strengthens spa-specific heritage management and tourism.
At the conference, these case studies will demonstrate how The Great Spa Towns of Europe are adapting to contemporary challenges while preserving their unique identity. This contribution will highlight how spa towns can remain relevant in a global wellness market without sacrificing authenticity, heritage or any values that have set these spa towns apart.
Of course, one spa town in The Great Spa Towns of Europe is in Italy – Montecatini Terme.
One of the eleven towns in The Great Spa Towns of Europe is in Italy – Montecatini Terme, Tuscany.
With thanks to Unioncamere—the Italian Union of Chambers of Commerce, Industry, Crafts, and Agriculture and ISNART – The Chambers of Commerce for Tourism and Culture for inviting our speakers.
A Shared European Vision for Spa Towns
The Great Spa Towns of Europe’s participation in the National Thermal Tourism Conference reflects a shared belief: that Europe’s spa towns are not relics of the past but laboratories for the future of wellness tourism. We learn for the future by looking at the past. Success lies in the careful balance between innovation and tradition, economic vitality and environmental responsibility.
We look forward to contributing to this important conversation in Rome and to continuing our work in strengthening and supporting Europe’s extraordinary thermal destinations for generations to come.
The Great Spa Towns of Europe
The Great Spa Towns of Europe is a serial, transnational UNESCO World Heritage Site comprised of eleven spa towns across seven European countries. Together, these towns comprise one ‘property’ .
From the hundreds of spa towns across Europe, these eleven are the most authentic examples of the European spa phenomenon. As epicentres for social, cultural and political innovations, these spa towns shaped architecture, urban design, medicine, health and wellness tourism and modern European identity.
The site was inscribed on the UNESCO World Heritage List on 24th July 2021; the highest international recognition for global cultural and natural heritage sites. The Site is managed by The Great Spa Towns of Europe Association, formally registered in August 2022 in Baden bei Wien, Austria.