{"id":13035,"date":"2026-09-29T12:59:02","date_gmt":"2026-09-29T10:59:02","guid":{"rendered":"https:\/\/www.termatalia.com\/?p=13035"},"modified":"2026-09-29T13:40:13","modified_gmt":"2026-09-29T11:40:13","slug":"termatalia-2026-analyses-how-thermal-tourism-must-evolve-to-adapt-to-new-tourist-demands","status":"publish","type":"post","link":"https:\/\/www.termatalia.com\/en\/termatalia-2026-analyses-how-thermal-tourism-must-evolve-to-adapt-to-new-tourist-demands\/","title":{"rendered":"Termatalia 2026 analyses how thermal tourism must evolve to adapt to new tourist demands"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13035\" class=\"elementor elementor-13035\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4a5c0f2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4a5c0f2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e10d464\" data-id=\"e10d464\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d572c35 de_scroll_animation_no elementor-widget elementor-widget-spacer\" data-id=\"d572c35\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ee6790 de_scroll_animation_no elementor-widget elementor-widget-heading\" data-id=\"3ee6790\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Termatalia 2026 analyses how thermal tourism must evolve to adapt to new tourist demands<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-74ac002 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74ac002\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-044aab8\" data-id=\"044aab8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82193da de_scroll_animation_no elementor-widget elementor-widget-text-editor\" data-id=\"82193da\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p style=\"text-align: left;\"><strong>&gt;&gt; Fontecelta, Sousas, Agua Sana, Magma Original, Cabreiro\u00e1 con Gas and Bezoya were the award-winning waters at the 21st International Mineral Water Tasting<\/strong><\/p><p style=\"text-align: left;\"><strong>&gt;&gt; Termas de S\u00e3o Pedro do Sul and Grupo Caldaria received awards for the quality of their services from the Wellness &amp; Medical Tourism World Association<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-514dd7b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"514dd7b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9db9c3e\" data-id=\"9db9c3e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f1e507 de_scroll_animation_no elementor-widget elementor-widget-image\" data-id=\"5f1e507\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"618\" src=\"https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-1024x618.jpg\" class=\"attachment-large size-large wp-image-13036\" alt=\"\" srcset=\"https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-1024x618.jpg 1024w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-300x181.jpg 300w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-768x463.jpg 768w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-600x362.jpg 600w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1.jpg 1320w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7328868 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7328868\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-55cf0f7\" data-id=\"55cf0f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f219f1 de_scroll_animation_no elementor-widget elementor-widget-spacer\" data-id=\"1f219f1\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-095d53a de_scroll_animation_no elementor-widget elementor-widget-text-editor\" data-id=\"095d53a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>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.<\/p><p>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.<\/p><p>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 <strong>3,000 visitors to Expourense over the two days<\/strong>.<\/p><p>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.<\/p><p>As explained today during his presentation by consultant, tourism doctor and professor at the University of Girona, <strong>Jaume Mar\u00edn<\/strong>, \u201ctourists 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.\u201d<\/p><p>Another of the topics addressed during today&#8217;s sessions was the potential benefits that <strong>Artificial Intelligence can bring to thermal tourism<\/strong>.<\/p><p>One of the speakers addressing this subject was <strong>Juan Torres, Senior International Business Development, Business Transformation and Digital Development at Microsoft<\/strong>, who made it clear that \u201cAI will not replace water, professional care, hospitality or trust. These will remain the sector&#8217;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.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1336a80 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1336a80\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ee914f8\" data-id=\"ee914f8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-367aa05 de_scroll_animation_no elementor-widget elementor-widget-heading\" data-id=\"367aa05\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">BUSINESS ACTIVITIES<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bebf5f7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bebf5f7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eb89bca\" data-id=\"eb89bca\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6f80753 elementor-widget__width-initial de_scroll_animation_no elementor-widget elementor-widget-text-editor\" data-id=\"6f80753\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The first day of the Tourism Business Workshop was also held today, with the participation of 15 specialised tour operators with purchasing capacity in their respective markets, covering both health tourism and tourism in general.<br \/><br \/>From Spain, participants include Civitatis, Abies Travel, Hotteo Travel, Maxima Bienestar, Inturismo, Rutas Meigas, Interr\u00edas, Turismo Vivencial and Sol VIP, among others. The main specialised wholesalers from Portugal, such as Vefa Travel and INATEL, are also taking part. JAF Travel from the United States, Smartbox from Ireland and Spain, Colombia Sky from Colombia and Eurolatino from Germany complete the list of participants.<br \/><br \/>The fair\u2019s exhibitors have already held dozens of business meetings this morning, with the aim of encouraging these travel wholesalers to include their destinations and establishments in their travel catalogues for the coming season.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5785497 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5785497\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0f8f29b\" data-id=\"0f8f29b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b788ed de_scroll_animation_no elementor-widget elementor-widget-heading\" data-id=\"5b788ed\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">INTERNATIONAL WATER TASTING<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6716ab5 de_scroll_animation_no elementor-widget elementor-widget-text-editor\" data-id=\"6716ab5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The awards for the <strong>21st International Mineral Water Tasting<\/strong> were also presented today. The winners were:<\/p><h4>Mineral Water \u2013 Still, Low Mineralisation<\/h4><p><strong>First Prize: Fontecelta<\/strong><\/p><p><strong>Second Prize: Sousas<\/strong><\/p><h4>Mineral Water \u2013 Still, Very Low Mineralisation<\/h4><p><strong>Agua Sana<\/strong><\/p><h4>Mineral Water \u2013 Naturally Carbonated<\/h4><p><strong>Magma Original<\/strong><\/p><h4>Mineral Water \u2013 Added Carbonation<\/h4><p><strong>Cabreiro\u00e1 con Gas<\/strong><\/p><p>There was also a special award for <strong>Corporate Social Responsibility and the Environment<\/strong>, which went to:<\/p><h3><strong>BEZOYA<\/strong><\/h3><p>Other activities held on the second day included the <strong>Wellness Yoga Workshop<\/strong> delivered by Experiencia Wellness and the thermal water tasting organised by <strong>Turismo Centro de Portugal<\/strong>. Several publications related to aesthetics were also presented.<\/p><p>The closing day was also chosen by the <strong>Wellness &amp; Medical Tourism World Association<\/strong> to present two awards to exhibitors recognised for the quality of their services related to wellness and medical tourism.<\/p><p>The recognised companies were:<\/p><ul><li><strong>Termas de S\u00e3o Pedro do Sul (Portugal)<\/strong><\/li><li><strong>Grupo Caldaria (Spain<\/strong>Termatalia 2026 was held with the main support of the <strong style=\"font-size: 16px;\">Xunta de Galicia<\/strong><span style=\"font-size: 16px;\">, through the Galicia Tourism Agency, and the <\/span><strong style=\"font-size: 16px;\">Provincial Council of Ourense<\/strong><span style=\"font-size: 16px;\">. It also received the collaboration of the <\/span><strong style=\"font-size: 16px;\">University of Vigo\u2019s Campus Auga<\/strong><span style=\"font-size: 16px;\">, the <\/span><strong style=\"font-size: 16px;\">Chair of Medical Hydrology\u2013Thermal Spas of Galicia at the University of Santiago de Compostela<\/strong><span style=\"font-size: 16px;\">, <\/span><strong style=\"font-size: 16px;\">ICTES<\/strong><span style=\"font-size: 16px;\">, the <\/span><strong style=\"font-size: 16px;\">City Council of Archena<\/strong><span style=\"font-size: 16px;\">, <\/span><strong style=\"font-size: 16px;\">Galicia Calidade<\/strong><span style=\"font-size: 16px;\"> and <\/span><strong style=\"font-size: 16px;\">RENFE<\/strong><span style=\"font-size: 16px;\"> as Official Transport.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34f615c de_scroll_animation_no elementor-widget elementor-widget-image\" data-id=\"34f615c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"618\" src=\"https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-1024x618.jpg\" class=\"attachment-large size-large wp-image-13036\" alt=\"\" srcset=\"https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-1024x618.jpg 1024w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-300x181.jpg 300w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-768x463.jpg 768w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1-600x362.jpg 600w, https:\/\/www.termatalia.com\/wp-content\/uploads\/DSC7254-1320x796-1.jpg 1320w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Termatalia 2026 analyses how thermal tourism must evolve to adapt to new tourist demands &gt;&gt; Fontecelta, Sousas, Agua Sana, Magma Original, Cabreiro\u00e1 con Gas and Bezoya were the award-winning waters at the 21st International Mineral Water Tasting &gt;&gt; Termas de S\u00e3o Pedro do Sul and Grupo Caldaria received awards for the quality of their services 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