The spa facility at the Azalia Hotel in the Sts Constantine and Helena resort is seeing increased patronage from international visitors, including guests from the Netherlands and Poland, according to spa manager Nikolay Popov. Popov attributes this success to the centre’s utilization of natural healing resources, which combine mineral water, seawater, lye, and therapeutic mud. He also highlighted the high satisfaction guests report regarding the extensive experience of the on-site specialists.
Balneological therapies are particularly popular among individuals over 60, who most frequently seek treatment for musculoskeletal issues, herniated discs, and lower back pain—conditions affecting nearly three-quarters of older adults. Lyubomir Stamboliyski, Commercial Director at Sts Constantine & Helena Holding AD, noted a broader trend toward health consciousness among younger demographics since the pandemic. He anticipates this focus will drive growth in wellness tourism.
He added that the average age seeking rehabilitation services is declining, moving from approximately 40–45 to 28–31. The services offered by the company’s centres are evolving beyond standard packages toward individualized protocols mirroring medical practices. These programs encompass not only treatments using thermal water, mud, or specialized equipment, but also comprehensive guidance on diet, physical activity, and the use of supplements.
To develop these protocols, the company collaborates with external physicians nationwide, allowing for online consultations. The resort attracts visitors from Germany and the Czech Republic, with steady growth in demand for such services. Furthermore, interest in medical and spa tourism is rising across the Balkans.
BTA is promoting this sector through its BG SPA: Salus per aquam feature, which showcases over 200 certified spa and wellness centres in Bulgaria, linking the industry to the 2026 HEALTHXCHANGE SUMMIT.
Topics: #centre #guests #azalia
