abano terme has been a thermal spa center since roman times. how has the “pursuit of wellness” evolved across generations – from post-war visitors seeking physical recovery to today’s wellness tourists – and what cultural or social shifts do you see behind these changes?

The transition is more cultural than just tourist oriented. We live in a time when active aging, post-pandemic emotional vulnerability, and digitalization are increasing the need for places that can “reorganize” both body and mind. Abano has evolved while preserving the scientific basis of mud therapy and integrating modern services.

how have global trends—like the growth of spa culture in the 1980s or the increased focus on mental health after the pandemic—shaped local views of thermal treatments?

The 1980s introduced spa culture as a “light,” aesthetic, and sensory experience. The pandemic then brought mental health and the need for slow time back to the forefront. This has had two effects: it has expanded the audience, making thermal spas more accessible to young people and professionals seeking psychophysical reset, and it has rekindled the value of thermal medicine because people have rediscovered the role of natural therapies in prevention and immunity. Today, the term “wellness” does not replace “treatment” but complements it.

over the past 20-30 years, how has the demographic profile of clients at abano terme’s thermal centers evolved? have there been changes in age groups, family structures, or the mix of international versus domestic visitors? what influence have tourism policies and marketing strategies had on attracting new demographics, such as families or solo travelers?

We have observed several changes. To begin, there has been a decrease in seasonal arrivals and an increase in visitors year-round. The target audience is now younger and includes couples, professionals, active individuals aged over 50, as well as a rising number of solo travellers, especially women. Regarding nationalities, we have seen more international visitors and a steady return of Central European guests.

Territorial marketing has played a key role by shifting the narrative from “treatment” to “therapeutic wellness.” This has resulted in a broader audience without losing the historic clientele.

women, elderly individuals, and wellness enthusiasts from urban areas or abroad now make up a significant portion. how has the client demographic shifted in recent years, and what factors—such as increased accessibility or social media—have contributed to this change? who now represents the high-spending or loyal customer base that didn’t exist twenty years ago?

This evolution happened mainly for three reasons. Digital accessibility has improved, making it easier for solo travelers to find everything easy to book and understand. There has also been a rise in demand for preventive care and stress management, especially among women and the elderly. Today, we see a level of loyalty that didn’t exist twenty years ago, as those who visit Abano tend to return every year.

what new business models and operational innovations—such as new formats, seasonality patterns, and partnerships—have proven successful in more effectively monetizing demographic shifts?

We’ve developed thematic formats including silent spas, sleep therapies, and detox programs. Seasonality has been inverted, with more offerings during traditionally “weak” months. We’ve established territorial partnerships involving local food and wine, culture, and outdoor activities. Monetization today doesn’t only come from rooms but from the ecosystem of experiences.

do your research findings show a growing desire to combine thermal treatments with healthy food, movement, silence, or greater cultural offerings?

Yes, very clearly. Modern tourists don’t want to “just get treatment” but to experience a temporary lifestyle. The most common requests include anti-inflammatory diets, walks in the nearby Euganean Hills UNESCO MAB Biosphere Reserve, digital silence, and engagement with culture and nature. Thermal spas thus become centers for longevity education.

outside the spa facilities, how has the city reacted to these changes? how have you seen retail commerce and the food and wine sector adapt to the new client profile – younger, more international, more focused on “local” experiences – transforming traditional shops or trattorias into value-added attractions?

The city has recognized that today’s thermal guest is younger, more informed, and more demanding. This has prompted businesses to extend hours and services, offer high-quality local products, emphasize food and wine as an “experience,” and revitalize some urban and pedestrian areas. Many traditional shops are transforming into places that showcase the story of the area, a value that wasn’t as apparent ten years ago.

looking ahead, which strategic lever—technology, branding, or collaborations—do you believe could most effectively triple the economic return of thermal wellness in Abano Terme without compromising its historical and authentic identity?

The true competitive advantage lies not in multiplying offerings but in the credibility and authenticity of the proposal. In a wellness sector full of trends, Abano Terme stands out as one of the few European destinations where wellness is backed by scientific research, historical continuity, and certified professional expertise—authenticity that pays off more than any passing fad in the long run.

That said, technology—through light diagnostics, personalized treatment pathways, and digital monitoring—combined with unified territorial branding and strong public-private collaborations, is already driving meaningful change. These levers together allow us to significantly increase economic value while staying firmly rooted in our core strengths: certified thermal medicine and high-quality hospitality.

RELATED ARTICLES