Bulgaria, being one of the richest countries in Europe in terms of mineral water springs, has a huge potential to grow as a balneo therapy and spa tourism destination but it needs a better image as a popular spa and wellness destination on the European market. According to experts, the most direct way to succeed in this endeavor goes through European insurance institutes, health insurance funds and care homes for the elderly.
Europe’s population is rapidly and alarmingly aging. Currently, the number of elderly people on the Old Continent exceeds 80 million people. At the same time, according to different studies, the elderly people in most EU countries are among the most solvent part of citizens. It is small wonder then that these people are also some of the most active travelers and users of wellness and spa programs worldwide. Data shows that more than 20 million elderly Europeans seek healthcare and wellness services outside their own countries. With its good spa hotels and long-term traditions in balneo therapy, Bulgaria could attract a huge portion of these tourists, experts think. All the more that over the past 5 years, many investments have been made in this sector. The resorts of Sandanski, Velingrad, Hissar and Pomorie offer spa hotels certified by the European SPA Association and awarded with prestigious distinctions. There is also increased interest in local sanatoriums and balneotherapy centers although the services offered there do not always correspond to the highest modern standards. However, if these facilities undergo modernization, they could start welcoming wealthy foreign clients. Experts advise that Bulgaria should start seeking ways of earning the trust of EU pensioners. The global economic crisis has seriously hit health insurance funds that find it increasingly harder to cover the costs of elderly people in need of specialized healthcare.
