More than just a dip: why more and more people are choosing domestic spas

What this article is about:

• Quality service is a top priority for Hungarian spas, too
• In addition to reliable operation, continuous development is also necessary
• Domestic destinations are becoming increasingly popular
• Night of the Beaches, Sauna Lovers’ Weekend, and Water Gun Battle!
• Domestic spas are central elements of comprehensive experience packages

In 2026, promoting domestic tourism is of significant importance, particularly in light of changes in the economic environment and consumer habits. For the Hungarian Spa Association, which brings together numerous tourism service providers, promoting domestic destinations is also a priority.

“We aim to support efforts to attract guests from multiple angles. On the one hand, targeted, experience-focused communication plays a key role in highlighting the unique features of Hungarian spas, services based on thermal waters, and family-friendly and active leisure opportunities. On the other hand, service providers also need to develop flexible, demand-driven package offers that can make even shorter, weekend trips attractive,” says Zoltán Kántás, president of the Hungarian Spa Association.

The association’s primary goal is to retain domestic guests and reach new target groups, such as younger generations and those leading active lifestyles. Strengthening the digital presence and applying innovative solutions that directly reach guests during the travel decision-making process play a key role in this.

According to Zoltán Kántás, maintaining reliable operations, cost-effectiveness, and quality is at least as important for spas today as new investments – yet improvement must also be continuous. The Digital Renewal Operational Program Plus (DIMOP) is designed to improve the digital competencies of tourism businesses; as part of this program, the Hungarian Spa Association plans to establish a central tourism digitalization competence base. As part of this work, they will examine international and domestic best practices and share them with members through training sessions. Also under the DIMOP framework, forecasts will be provided to facilitate the operational management of spas.

Guests’ decisions continue to be influenced by price sensitivity, changes in the economic environment, and shifting travel habits. There is growing interest in shorter, experience-focused trips and weekend getaways, particularly among families and those with active lifestyles.

According to Zoltán Kántás, shorter yet experience-rich trips are becoming an increasingly dominant trend. A well-planned weekend getaway offers opportunities for active recreation, new experiences, and relaxation. At the spas, family programs, sports activities, organized experiences, and wellness and medical services are all available in one place. In addition, package deals tailored for short stays are becoming increasingly popular, offering a full-fledged getaway even in just a few days.

The Hungarian Spa Association organizes several national programs each year, providing special occasions to visit the baths. During the Night of the Beaches, numerous locations across the country welcome guests with extended hours and lively evening programs. The Sauna Weekend promotes wellness culture with themed sauna programs, while events related to World Water Day draw attention to the value of water and the importance of sustainability. The School on the Beach program is aimed at younger audiences, and even more community-building events are expected during the summer season.

In many cases, domestic spas are key elements of a region’s tourism offerings. Spa visits are increasingly combined with other activities, making it easy to complement relaxation with active or cultural experiences. An excursion, a bike tour, or a city walk can naturally be combined with a day at the spa. At the same time, package deals that include accommodation, spa admission, and various activities are becoming increasingly common, making planning easier. This offers a tangible advantage, especially for shorter trips.

“The goal is for a spa visit not to be a single activity, but part of a multi-day, diverse experience that enhances both the region’s tourist appeal and guest satisfaction,” – says Zoltán Kántás, who believes that family-friendly offerings, constantly evolving services, and Hungary’s thermal water resources represent outstanding value even by international standards. Domestic travel also offers flexibility and security, which are increasingly important considerations.