Abstract

Different streams of research has recently highlighted the fact that worldwide customers are pursuing a new vision of health; it goes far beyond the prevention and cure of illnesses to include spiritual, emotional, cultural, educational, environmental and ethical dimensions. Nowadays most thermal centres focused on interpreting the concept of wellness and translating it into new additional services. However, since the economic crisis, they have been polarizing towards two extremes: some of them are exalting an advanced concept of medical thermalism; others are emphasizing a holistic model of thermal spa wellness. Two successful experiences in Italy are reported.