According to spa manager Nikolay Popov, the spa centre at the Azalia Hotel in the Sts Constantine and Helena resort is seeing an increasing number of international visitors, particularly from the Netherlands and Poland. Popov attributes this draw to the facility’s utilization of natural healing resources, including mineral water combined with seawater, lye, and healing mud. He also highlighted the high satisfaction levels among guests regarding the extensive experience of the on-site specialists.
While balneological therapies remain popular with individuals over 60—who frequently seek treatment for musculoskeletal issues, herniated discs, and lower back pain—industry experts note a broader demographic shift. Lyubomir Stamboliyski, Commercial Director at Sts Constantine & Helena Holding AD, stated that since the pandemic, a greater focus on health has emerged among younger demographics. He noted that the average age seeking rehabilitation services is declining, moving from the 40–45 age bracket to approximately 28–31 today.
Stamboliyski further explained that the service offerings are evolving from fixed packages to highly individualized protocols, mirroring medical industry standards. These programs extend beyond traditional treatments using thermal water or mud to include guidance on diet, physical activity, and the use of supplements. To develop these advanced protocols, the company collaborates with external physicians nationwide, offering online consultation capabilities.
The resort continues to attract visitors from Germany and the Czech Republic, reflecting a growing interest in medical and spa tourism across the Balkans. To support this growth, BTA is featuring certified facilities through its “BG SPA: Salus per aquam” initiative, which encompasses over 200 centers. This effort is linked to the HEALTHXCHANGE SUMMIT, scheduled for 2026 in the region.
Topics: #centre #guests #azalia
