The spa market - Italy (2023)

1.1 Definition and presentation

A spa can be defined as an establishment that uses water from mineral springs, as well as mud and the resulting gases, to treat patients' ailments or illnesses. Since prehistoric times, humans have made use of spa waters for their anti-parasitic, therapeutic and hygienic properties, as water was considered the easiest and most natural medicine available. The spa market can be segmented by type of service (hotel/resort spa, salon spa, and medical spa) and by geographic area.

According to the Global Wellness Institute (GWI), total global sales in the industry could jump to $77.1 billion globally in 2022, up from $56.2 billion in 2017, with average annual growth accelerating to 6.5 % in this five-year period from the 4.9 % recorded in 2015-17.

The first spa facilities were introduced to Italy by the Etruscans and Romans, who established spas in places where it was possible to take advantage of natural sources of hot water or with special healing qualities. Over time, especially in the imperial age, spas also spread within cities, thanks to the development of advanced techniques for heating water. Right now the spa industry in Italy is trying to recover from a period of downturn due to the coronavirus pandemic, which had an impressive drop in revenues and an increase in the number of employee layoffs. However, there is still hope for this industry, as many foreign investors are coming to Italy, ready to inject their money into the development of this industry.

In particular, foreign investors are deciding to finance the development of Italian spas as they are known worldwide for their extraordinary quality. With more than 320 spas in operation, 90 % of which are accredited to the National Health Service, Italy has an enormous heritage that combines the healing properties of its waters with the beauty and cultural offerings of the territory. For this reason, thermalism is considered a valuable aid in the prevention and treatment of many chronic diseases and helps to reduce the administration of drugs. In fact, thermal rehabilitation greatly reduces recovery time, even for athletes. The Italian spa system welcomes and cares for nearly 3 million clients a year, 12 % of whom are foreigners.