Homeland spas as an alternative to exotic destinations
Czech spas are becoming increasingly profiled as a place for prevention and relaxation. The Institute of Spa and Balneology (ILaB) in Karlovy Vary is systematically researching the effects of individual treatments and strengthening the region's reputation on the European stage. The combination of medicine, tradition and genius loci gives the spa towns a unique character.
„We want to catch up with the trend when Czechs discovered the Polish sea. Now is the time for Poles to rediscover Czech spas – instead of exoticism, they will find health, peace and architecture that heals by sight. It's not just Prague that we're after, we're also focusing our attention on regions where domestic spas offer first-class facilities," says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Back to the roots
At the beginning of the 20th century, direct trains from Krakow came to the West Bohemian spa towns, and generations of Poles considered Karlovy Vary or Mariánské Lázně part of their own travel traditions. But a few decades ago, that chapter ended. The August tour marks a return, this time with an emphasis on modern medicine and lifestyle.
„The older generation of Poles have Czech spas in their memories. We want to reopen the way to our underground sea of health, with the support of Polish specialists in fields where our spas are among the European leaders. These are in particular internal medicine, urology, gynaecology, rheumatology and neurology," explains Director of the Foreign Representation of CzechTourism in Poland Tomáš Zukal.
From wellness weekends to preventive medical wellness stays
The Karlovy Vary Region was the second most visited region by foreign tourists in 2024 after Prague, and foreigners accounted for up to 61% of spa guests.
Of the 839,000 Polish tourists who came to Czech mass accommodation establishments last year, around 7.5 thousand headed to a spa or wellness centre; they made up 0.8% of the spa clientele, stayed in spas for an average of 2.6 nights and most often sought occasional wellness close to the border. They spent just under twenty thousand nights here – slightly more than in 2023. Overall, the interest of Poles in the country is growing much faster. In the first half of this year, the number of visits to our northern neighbours increased by about 11 percent.
Spa that heals and surprises
Czech spas have a unique position in Europe. It is based on strong healing springs and a long tradition, which is now being built upon by scientific research at ILaB. For example, Františkovy Lázně specialises in the treatment of infertility and the first results confirm the effectiveness of their treatment comparable to the IVF (in vitro fertilisation) method. The Jáchymov Spa is again sought after by people suffering from severe joint pain. The architecture, environment and atmosphere make the Czech spa a place where the body and mind regenerate.
Next step – press trip and test stays
After the professional trip for doctors comes the next step – in October, Polish journalists will head to the West Bohemian spa. Also planned is a programme of test week-long stays in medical wellness for patients of the participants of the August study tour. Packages could include half-board, a medical consultation including blood tests, six treatments and the option to buy more. The purpose of this activity will be to get valuable feedback and start a wave of referrals. Polish doctors believe in the potential of preventive medical stays. Up to 40% of Poles use the services of private medical care and stays in Polish spas are experiencing double-digit growth.
„We see potential in the Polish market. The clientele of West Bohemian spas has diversified a lot in recent years. We are looking forward to the results of the promotion in Poland. If the Poles like the test stays, we intend to continue our marketing activities and deepen the synergy with the research conducted at the Institute of Spa and Balneology," adds Spa & Wellness CzechTourism Product Manager Anna Birkovská.
Czech Spa attracts with accessibility and price
The West Bohemian spa is easily accessible from Poland by car and train. There is a direct train connection to Marianske Lazne from Prague, and the journey by car leads through border crossings without major complications. In addition, in the coming years the construction of the D6, D11 and D35 motorways will reduce the driving time by 20 to 30 minutes.
Czech spas have other strong points: quality hotels, expert supervision and prices lower than in many other European destinations. Weekly stays appeal mainly to guests aged 45 to 65, with younger generations seeing them as a smart form of prevention.
The domestic spa industry is thus opening a new chapter of Czech-Polish cooperation. The combination of health, history and international atmosphere creates a combination that can make Czech spas a popular destination for Polish guests for years to come.