During the Thermal Tourism Congress 2025 in June in Budapest, hosted by the European Historic Thermal Towns Association (EHTTA), HTI opened an important dialogue on youth engagement in health tourism and the influence of platforms such as TikTok in building new networks and attracting younger generations to thermal and wellness experiences.
The presentation was followed by discussion with:
László Puczkó, Senior Health Spa Advisor, Ensana Health Spas
Yannick Blättler, CEO & Founder, Neoviso AG (Switzerland)
Dario Marčac & Dijana Domonkoš, CEO & Founders Crew Media (Croatia)
Most thermal spas and wellness centers still communicate as if their only guests are people aged 50 and above. The spaces, the messages, the services – all are shaped around habits of the past. Younger people are barely acknowledged, let alone invited.
And yet, this is a missed opportunity. Today’s younger generations – especially Gen Z – are more aware of the importance of prevention, balance, and mental wellbeing than ever before. They want to invest in their health before it becomes a problem. But spas are not offering them the experience, the language, or the space that speaks to their values.
It’s time to realize: young people are not just the future of wellness – they are its present.
We just need to give them a reason to come, a voice they recognize, and an experience they want to share.