Termatalia 2026 closed its doors this afternoon after its 24th edition, having established itself as a forum for debate where 50 experts from 10 countries analysed new trends in wellness tourism and how traditional thermal spas must adapt to them without losing their tradition, identity or healthcare dimension.

The presentations at the 7th International Water and Health Congress also highlighted the positive momentum currently being experienced by thermal tourism and its role as a driver of development in the areas where thermal spas are located, which in most cases are rural areas.

The Congress was attended in person by 500 people over the two days, in addition to virtual attendees who connected from Spain, Portugal, France, the United States, Mexico, Colombia, Peru, Brazil, Uruguay and Chile. In total, the International Thermal Tourism, Health and Wellness Fair attracted 3,000 visitors to Expourense over the two days.

The conferences on the second day of the Congress focused on analysing how the traditional concept of wellness has evolved and expanded. Today, people are no longer looking solely for rest and disconnection, but also for prevention, nature, healthy eating, physical activity, mental health and longevity.

As explained today during his presentation by consultant, tourism doctor and professor at the University of Girona, Jaume Marín, “tourists no longer choose only where to go or what to visit; they are increasingly paying attention to how they want to feel during their journey and, above all, how they want to return. It is no longer enough to escape from the routine: people want to return feeling better, both physically and emotionally, with the feeling that they have experienced something truly worthwhile. These trends are rewriting some of the rules of tourism and opening up new opportunities for rural and inland destinations capable of connecting wellness, nature, heritage and local identity.”

Another of the topics addressed during today’s sessions was the potential benefits that Artificial Intelligence can bring to thermal tourism.

One of the speakers addressing this subject was Juan Torres, Senior International Business Development, Business Transformation and Digital Development at Microsoft, who made it clear that “AI will not replace water, professional care, hospitality or trust. These will remain the sector’s greatest assets. However, it can amplify their value, helping destinations and thermal centres personalise services, make better decisions and work more efficiently. Thermal tourism will remain human. The opportunity lies in using AI to make it more personalised, efficient and sustainable, without losing what makes it unique.”