Greece Shifts Toward Wellness Tourism as Thermal Springs Attract Younger Travelers, Here’s All You Need to Know

Published on December 19, 2025

Greece’s thermal tourism sector is changing, moving away from treatment-oriented visitors and increasingly toward those arriving for wellness. This is part of an upward trend in general in wellness tourism-a type of tourism described as rejuvenation for both body and mind. Greek thermal tourism has entered a new phase marked by substantive changes in content and target group, according to Markos Danas, secretary-general of the Hellenic Association of Thermal Springs.

Danas made these comments in a conference on thermal tourism, held in Athens, commenting that the profile of thermal tourism is changing. More and more different kinds of audiences head for thermal springs and spas; the industry is trying to fit the likes of a new generation of guests who seek relaxation and leisure combined with health benefits.

The Changing Face of Thermal Tourism in Greece

Greece is home to approximately 750 natural hot-water springs, 85 officially recognized thermal sources, and 32 licensed facilities. Historically, thermal tourism in Greece was centered around medical treatments and rehabilitation. However, recent trends indicate a shift towards wellness tourism, where visitors are more interested in holistic experiences such as spa treatments, stress relief, and leisure activities.

Annual admissions to thermal centers have stabilized at around 1 million, with a significant portion of these visitors now seeking short wellness breaks rather than extended therapeutic stays. This growing interest is particularly noticeable among younger tourists, who tend to visit thermal resorts during the off-peak seasons, particularly in autumn, winter, and spring. These visitors typically stay for one to three days, often looking for a quick but rejuvenating escape from their daily lives.

What Today’s Visitors Want from Thermal Resorts

Modern thermal resorts are evolving to meet the changing demands of wellness tourists. Today’s visitors are looking for a range of amenities and experiences, beyond the classic hot springs. They want modern wellness services, high standards of cleanliness, quality food, and flexible booking options.

One key factor that has emerged in the shift toward wellness tourism is the desire for diverse water temperatures and spa-style treatments. Many thermal resorts are now incorporating facilities such as sauna rooms, hot tubs, and relaxation zones, in addition to the traditional hot springs. Many visitors also look for aesthetic settings that are photogenic and ideal for social media content, making visual appeal an important aspect of the experience.

The evolving nature of thermal tourism is also driven by the younger generation’s desire for experiences that combine relaxation with social and wellness elements, creating a blend of self-care and leisure. Resorts and spas are increasingly offering packaged experiences that combine the benefits of thermal waters with other wellness services like yoga, meditation, massages, and beauty treatments.

Loutraki: A Prime Example of Thermal Tourism’s Shift

The town of Loutraki, located west of Athens, offers a prime example of this transformation in Greece’s thermal tourism industry. Historically, Loutraki was known for its healing waters, attracting visitors seeking therapeutic treatments. However, the resort town has adapted to the growing demand for wellness and leisure-based experiences.

According to Anastasios Sakellariou, the Deputy Mayor for Tourism in Loutraki, the town’s tourism season has expanded. Whereas in the past, the town saw fewer visitors outside the summer months, the season now runs from March through November. This extension of the tourism season is reflective of a broader trend in Greece’s thermal tourism, as resorts adapt to the needs of wellness-seeking tourists who are looking for year-round destinations.

Increased Visitor Numbers and Diverse International Appeal

Loutraki has seen significant growth in tourism numbers. The town’s information kiosk recorded 14,000 visitors in April 2025 and 15,631 in September, representing a 56% increase compared to the same months in 2024. Although there have been some challenges, including a loss of tourists from the Russian market, Loutraki has managed to attract a more diverse group of international visitors.

Visitors from the United States, France, Spain, Germany, and Poland are increasingly visiting Loutraki for its wellness offerings. Athens remains the largest source of domestic tourists, contributing significantly to the town’s tourism economy. The appeal of Loutraki lies in its combination of thermal waters, seaside attractions, and cultural experiences, making it a popular destination for those seeking both relaxation and exploration.

Wellness, Culture, and Seaside Attractions: Loutraki’s Three-Pronged Strategy

Loutraki’s tourism strategy is based on three key pillars: wellness, culture, and seaside tourism. This holistic approach has helped the town stand out as a destination that offers a diverse range of experiences. The town is home to a beach that provides direct access to the sea, as well as a coastline that stretches to other beautiful spots, including Skinos, Perachora, Agioi Theodoroi, and Isthmia.

By offering both thermal spring-based wellness and coastal tourism, Loutraki is capitalizing on the growing interest in multi-faceted vacation experiences. The town’s ability to combine the natural benefits of thermal springs with the pleasures of seaside relaxation makes it a unique destination in Greece.

Impact on the Tourism Sector and Local Economy

The shift toward wellness-focused tourism has had a positive impact on both the local economy and the broader tourism sector in Greece. As demand for wellness tourism rises, more resorts and accommodations are integrating spa services and wellness programs into their offerings. This trend has led to an increase in the creation of specialized jobs in wellness services, from spa therapists to yoga instructors.

Loutraki, for example, has benefitted from this shift, with its three-pronged tourism strategy attracting both international and domestic visitors. The increase in tourism has led to greater revenue for local businesses, from hotels to restaurants and retail shops. Moreover, the diversification of the tourism season has helped the town reduce its reliance on summer tourism and has encouraged year-round visits.

The Future of Thermal and Wellness Tourism in Greece

As Greece continues to refine its approach to thermal tourism, the country’s focus on wellness and leisure will likely become even more pronounced. With the global wellness tourism market growing rapidly, Greece’s thermal resorts are well-positioned to capture a significant share of this trend.

The development of more wellness-oriented services, packages, and infrastructure will further elevate Greece’s standing as a top destination for those seeking relaxation and rejuvenation. The increased focus on wellness tourism also aligns with global trends, as travelers seek ways to disconnect, recharge, and invest in their mental and physical wellbeing.

Greece’s Growing Wellness Tourism Appeal

The thermal tourism sector in Greece is undergoing changes to cater to a new wave of tourists with differing interests. The growth in wellness tourism, which is exemplified by destinations such as Loutraki, is making Greece a major player in the international wellness tourism industry. The blending of thermal tourism with wellness facilities and services is making Greece a full-year tourist destination. With the increasing interests in wellness and leisure tourism, the Greek tourism sector is on course for success.