Spa manager Nikolay Popov reports an increasing number of international visitors, including guests from the Netherlands and Poland, utilizing the spa centre at the Azalia Hotel in the Sts Constantine and Helena resort. He attributes this growing interest to the centre’s utilization of natural healing resources, which include mineral water combined with seawater, lye, and healing mud. Popov also noted that the high level of expertise among the specialists contributes significantly to guest satisfaction.
Balneological therapies are particularly sought after by individuals over 60, who commonly seek treatment for musculoskeletal issues, herniated discs, lower back pain, and neurodegenerative diseases—conditions affecting nearly three-quarters of older adults. Complementing this, Lyubomir Stamboliyski, Commercial Director at Sts Constantine & Helena Holding AD, points to a broader trend: increased health awareness among younger demographics since the pandemic. He anticipates this will drive continued growth in wellness tourism.
Furthermore, the age of individuals seeking rehabilitation services is declining, shifting from an average of 40–45 to approximately 28–31. The services offered by the company’s centres are evolving from standardized packages toward individualized protocols mirroring medical practices. These programs encompass not only treatments using thermal water, mud, or specialized equipment but also dietary guidance, physical activity plans, and recommendations for supplements.
To support these protocols, the centres collaborate with external medical partners nationwide, facilitating online consultations. The resort continues to attract visitors from Germany and the Czech Republic, reflecting a growing interest in medical and spa tourism across the Balkans. BTA highlights the broader industry scope through its “BG SPA: Salus per aquam” feature, which covers over 200 certified spa and
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