Greece’s thermal tourism industry is undergoing a significant shift as younger visitors increasingly seek wellness and leisure experiences rather than traditional therapeutic treatments.
Markos Danas, secretary-general of the Hellenic Association of Thermal Springs, told a conference on thermal tourism in Athens that the sector is entering a phase of “substantive transformation,” with its profile changing and its audience broadening.
Greece has about 750 natural hot-water springs, 85 officially recognized thermal sources and 32 licensed facilities.
Annual admissions at thermal centers have returned to roughly 1 million, according to industry figures.
Danas said visitors are now generally younger, tend to travel in autumn, winter and spring, and usually stay one to three days.
They look for modern wellness services, high standards of cleanliness, quality food, flexible booking options and packaged experiences.
Many also want varied water temperatures, spa-style treatments and settings suitable for photos and social media, he added.
Officials said the resort town of Loutraki, west of Athens, illustrates the sector’s shift.
Deputy mayor for tourism Anastasios Sakellariou said the local season now runs from March through November, compared with a shorter period in the past.
Visitor numbers at the town’s information kiosk reached 14,000 in April 2025 and 15,631 in September, a 56% increase from the same months in 2024, according to municipal data.
Despite losses from the Russian market, Loutraki has attracted more visitors from the United States, France, Spain, Germany and Poland, while Athens remains the largest source of domestic tourists, Sakellariou said.
He added that the municipality has focused on a three-pronged strategy of wellness, culture and seaside tourism.
With a beach located in the town itself and a coastline that includes Skinos, Perachora, Agioi Theodoroi and Isthmia, Loutraki combines sea access with thermal springs and themed walking routes.