Wellness tourism project for Italy

A new project that aims at boosting Italian wellness tourism has been launched under the title Terme d’Italia.

The project involves the regions of Calabria, Emilia-Romagna, Lazio, Lombardy, Puglia, Sicily, Veneto and the Autonomous Province of Bolzano. It is dedicated to Italy’s domestic spa and wellness resorts and the aim is to support and stimulate the demand for local spa and wellness services.

Organizers of Terme d’Italia want to take advantage of the potential of wellness tourism in Italy through promotion, communication activities, both nationally and internationally.

Italy does not appear to be among the most favourite wellness destinations in the region. So the organizers want to create and promote the thermal tourism product at the national level as well as abroad, as a product that is capable of serving the needs of 21st century tourists.

The strategy of the Terme d’Italia project includes the repositioning of spas as leading destinations that are prosperous, trendy, luxurious and fashionable.