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As part of the International Spa Heritage Festival in Saratoga Springs, NY (USA), the European Historic Thermal Towns Association (EHTTA), in cooperation with the European Travel Commission (ETC), hosted a Business-to-Business Workshop for American travel advisors last week. This event marked the first of its kind held outside of Europe, with the goal of introducing the unique tourism offerings of thermal destinations to the overseas market.

EHTTA Executive Director Simone Zagrodnik expressed satisfaction, stating: “For many of our members, this was a great opportunity to engage directly with the travel trade, share insights, and receive valuable feedback on how to tailor their products for the American market. The quality of the contacts and the level of interaction were exceptionally high.”

Representatives from Baden bei Wien (Austria), Caldes de Montbui (Catalonia/Spain), Caldas da Rainha (Portugal), Daruvar (Croatia), Galicia (Spain), the Resort Development Agency of Georgia, Montegrotto Terme (Italy), La Route des Villes d’Eaux du Massif Central (France), and Spa (Belgium) participated, delivering destination presentations and engaging in face-to-face meetings. In the afternoon, a public tourism expo was held, allowing Saratogians to meet the European delegation and gather information for future travel.

“Thermal tourism is a key niche in Europe, promoting well-being, preserving cultural heritage, and fostering sustainable development. This segment holds great potential for American travelers exploring Europe,” said Miguel Gallego, Head of Marketing at the European Travel Commission. “We were delighted to partner with EHTTA to introduce European spa culture to the U.S. market and share best practices on the sustainable management of these unique destinations.”

As ETC members, national tourist boards were invited to participate. In addition to VisitEstonia, the Croatian National Tourist Board (CNTB) seized the opportunity to highlight thermal destinations and health tourism as a premium partner of the event. CNTB was represented by Leila Kresic-Juric, Director for North America, who remarked: “Congratulations to EHTTA and Saratoga Spa State Park for organizing such a valuable gathering of health travel professionals. It provided an excellent business networking platform, not only showcasing the thermal and wellness offerings of European countries but also fostering connections between American and European partners, which are already leading to new U.S. clients visiting Croatian wellness destinations and spas. A big thanks to EHTTA for this initiative and to ETC for supporting the event!”

Participating European partners included RailEurope, which highlighted the mutual connection of rail travel and spa towns since the early days of tourism. With Croatia Open Land, a Destination Management Company, and ZagrebMed, both from Croatia, stakeholders collaborating with the thermal towns added to the group of suppliers during this important day dedicated to tourism. 

The day before, EHTTA, in collaboration with its International Partner, Saratoga Spa State Park, hosted the “European Spa Heritage Conference.” At the conference, EHTTA Scientific Committee President Mario Crecente provided a compelling overview of the development of the original European Thermal Heritage Day and the thematic link of “Therapeutic Landscapes” between Europe and Saratoga Springs. Dr. Oliver Sukrow from the University of Darmstadt (Germany) shared his research findings on the influence of European spas on Saratoga Springs and its heritage. Additional presentations on the history and park system of Saratoga Spa State Park rounded out the conference, which attracted around 300 attendees.

Through the conference and the tourism workshop, American travel trade representatives and hosted media gained valuable and unexpected insights, equipping them to create compelling itineraries and product packages featuring cultural and wellness elements for their clients in the future.

Representatives of the spa towns of Europe set to honor historic park

The New York State Office of Parks, Recreation and Historic Preservation today announced the International Spa Heritage Festival will be held at Saratoga Spa State Park October 9-10. This festival, part of the Centennial Celebration for the 100-year anniversary of the New York State Park System, will celebrate the spa heritage of the park and city and aim to position them as a premier health and wellness destination. The event will be open to the public and feature a conference with guest speakers, a community festival, and an international health and wellness travel expo.

“We are excited to welcome the European Thermal Towns Association and visitors from across the world to Saratoga Spa State Park in Spa City,” said Randy Simons, Commissioner Pro Tempore of the Office of Parks, Recreation and Historic Preservation. “Saratoga Spa State Park, its dedicated staff and our incredible park partners are ready to host this event and again demonstrate how the New York State park system is a national treasure.”

The highlight of the event is the arrival of a delegation from the European Historic Thermal Towns Association (EHTTA), to honor Saratoga Spa’s heritage and share European spa culture with Americans. Certified as a Cultural Route of the Council of Europe, EHTTA is dedicated to preserving, promoting, and celebrating Europe’s mineral thermal waters and spa towns’ heritage. It represents 50 thermal destinations in 18 European countries, Saratoga Spa State Park became an international partner of EHTTA two years ago. The delegation includes European officials, mayors, and tourism leaders from more than 11 countries, including Italy, Spain, Croatia, Germany, and France.

Established in 1909 to protect the waters from commercial exploitation, Saratoga Spa State Park became a renowned spa destination for bathing and drinking mineral water for health benefits. The park is known for its waters, classical architecture, and natural beauty. In 1935, extensive development championed by Franklin D. Roosevelt created the iconic architecture that the park is known for today, much of which was directly modeled after the great spas of Europe.

Today, Saratoga Spa State Park is one of New York’s top five most visited State Parks and a National Historical Landmark. The baths remain open, thanks to the robust operation of the Roosevelt Baths, a private partner of the park. Like its counterparts in Europe, Saratoga Spa State Park includes numerous cultural, recreational, and wellness opportunities for visitors including live performances at Saratoga Performing Arts Center, museums, golfing, yoga classes and numerous walking paths through shaded forest.

The two-day celebration includes:

Wednesday, October 9: 

·         Guest Speaker Series and Conference – Celebrate the NYS Parks Centennial and discover what it means to be a spa town and learn about Saratoga Spa State Park’s European heritage 

·         Family-friendly Community Festival – A free festival featuring the Spa City Farmer’s Market, artisan fair, guided tours, food trucks, and live entertainment

·         Evening Jazz Bar at the Hall of Springs  

 Thursday, October 10:  

·         Health & Wellness Expo & European Spa Town Showcase – Explore European spa towns at this expo

·         Bathrobe Walk – Join EHTTA in their signature closing event, a leisurely stroll through Saratoga Spa State Park in their bathrobes

According to a Global Wellness Institute report, wellness tourism is projected to double by 2027, with significant growth in thermal/mineral springs and mental wellness.

Riccardo Mortandello, EHTTA President and Mayor of Montegrotto Terme in Italy, said, “Saratoga Springs developed based on the model of European spa towns. Sharing and celebrating our common heritage together for the first time is a great opportunity for both Europeans and Americans and we are grateful to have Saratoga Spa State Park as such a driving force behind the organization. Together with our EHTTA Scientific Committee they have developed our “European Thermal Heritage Day Event” to an international conference. Thanks to the European Travel Commission and strong partners we can add the dimension of tourism promotion, inviting to discover the outstanding value of spa towns with their heritage and health benefits.”

Empire State Development Vice President and Executive Director of Tourism Ross D. Levi said, “Saratoga Spa State Park is a jewel in New York’s crown of state parks, and a must-see destination to complement any relaxing getaway. It is the ideal location to host the International Spa Heritage Festival, allowing visitors to experience firsthand the historic healing waters at the Roosevelt Baths and Spa, and the city’s namesake mineral springs. I LOVE NY welcomes the festival to the Spa City and encourages visitors planning a trip to extend their stay and explore all the regional food, history and culture that make it easy to love New York.”

Senator Jim Tedisco said, “As we commemorate 100 years of state parks in New York State, it’s fitting the historic Saratoga Spa State Park will celebrate this centennial milestone as a destination for health and wellness with the International Spa Heritage Festival. This special event will be another fabulous tourism draw to Saratoga Springs and aratoga County in what has been a banner year for events for the 44th Senate District.”

Assemblywoman Carrie Woerner said, “There are more than ten mineral springs in the Spa State Park and, since the 1800’s, people have traveled far and wide to come and enjoy their natural beauty and healing powers. Two hundred-plus years later this special park and its waters are still attracting visitors from all over the world. I’m truly grateful for Governor Hochul’s focus on mental wellness and for promoting our beloved Saratoga as a wellness tourism destination. I’m especially looking forward to the lighthearted closing event that’s planned. Nothing says ‘spa’ like a leisurely Bathrobe Walk!”

Saratoga Springs Mayor John Safford said, “What a great opportunity for the country to be reminded of the exceptional historical significance of this wonderful area of New York State and the role of the State Park in preserving and enhancing this history.”

The festival is co-produced by EHTTA with additional partners including I LOVE NY, City of Saratoga Springs, Discover Saratoga, Saratoga Spa Performing Arts Center, and the Natural Heritage Trust. For more information on the Spa International Heritage Festival or to inquire about sponsorship or participation, please visit: https://historicthermaltowns.com/

Governor Hochul’s “Get Offline, Get Outside” campaign builds on her efforts to promote healthy living among young people and families across New York. Governor Hochul recently signed nation-leading legislation – the Stop Addictive Feeds Exploitation (SAFE) for Kids Act and New York Child Data Protection Act – to protect kids from addictive social media feeds and shield their personal data from online platforms.

2024 marks the 100th anniversary the State Parks system. Celebratory initiatives include ‘Blazing A Trail,’ an interactive timeline chronicling the agency’s history and influential figures; an exhibit in the New York State Capitol’s State Street Tunnel currently on view; the Share Your Story project, which invites people to tell their own stories relating to Parks and Sites; the Centennial Challenge, which encourages people to win prizes by participating in various activities at parks and sites; and the release of the Centennial Collection merchandise, which includes t-shirts, hoodies, mugs and more. Additional initiatives will be announced throughout 2024.

The New York State Office of Parks, Recreation and Historic Preservation oversees more than 250 parks, historic sites, recreational trails, golf courses, boat launches and more, which saw a record 84 million visits in 2023. For more information on any of these recreation areas, visit parks.ny.gov, download the free NY State Parks Explorer app or call 518.474.0456. Join us in celebrating our Centennial throughout 2024, and connect with us on Facebook, Instagram, X (formerly Twitter), and the OPRHP Blog.