site.btaSustainable Health Tourism in Focus of HEALTHXCHANGE Summit 2026
Representatives of European institutions, government officials, tourism experts, and healthcare professionals gathered at the HEALTHXCHANGE 2026 forum in Golden Sands resort to discuss the future of sustainable health tourism, prevention, wellness, and longevity. The event, held at Grifid Noa, brought together more than 200 participants from 29 countries and highlighted Bulgaria’s growing role as a European destination for health, spa, and medical tourism.
The forum was organized by the European Spas Association (ESPA), the Bulgarian Union of Balneology and SPA Tourism (BUBSPA), and HTI Conference & Expo, an international platform and event organization focused on the development of health, spa, wellness, and medical tourism.
The event was hosted by the Ministry of Tourism of Bulgaria and the Municipality of Varna, while Bulgarian News Agency (BTA) was the main media partner. Among the participants at the forum was Kiril Valchev, Director General of BTA.
Speaking at the opening of the forum, Snezhana Apostolova, Deputy Mayor of Varna responsible for tourism, described health tourism as much more than an industry. On behalf of Varna Mayor Blagomir Kotsev, she welcomed international guests.
Mariela Modeva, Deputy Tourism Minister, said Bulgaria should make health tourism a national priority and strengthen its position as a destination where visitors can improve both physical and mental well-being. She underscored that the Ministry of Tourism is actively working on the strategic development of spa, wellness, balneological, and sustainable medical tourism. According to Modeva, the sector has enormous growth potential, supported by Bulgaria’s licensed resorts, qualified medical professionals, and abundant natural resources.
Meglena Plugtschieva, Foreign Policy Secretary to Vice President Iliana Iotova, underlined the importance of prevention, wellness policies, and longevity for the future of society. She said Bulgaria’s traditions in balneology and natural healing should be combined with modern medicine, innovation, and digital development. Plugtschieva emphasized that health and economic development are closely connected and called investment in prevention and sustainable wellness models a strategic priority.
Siyka Katsarova, President of the European Spas Association (ESPA) and Chair of the Bulgarian Union of Balneology and SPA Tourism (BUBSPA), expressed confidence that the summit would produce concrete long-term results. She highlighted the strong international participation and pointed to Bulgaria’s excellent accommodation facilities, natural beauty, favorable climate, and mineral water resources. Katsarova also stressed the country’s efforts to develop medical tourism alongside spa and wellness tourism.
Yordanka Chobanova, Head of the European Commission Representation in Bulgaria, said Bulgaria and Europe have exceptional potential in medical SPA and wellness tourism. She noted that more Europeans are discovering Bulgaria as a tourist destination and stated that the European Commission is prepared to support investments in the sector. Chobanova linked health tourism to the goals of the European Green Deal, climate-neutral tourism, innovation, and active lifestyles.
Ivana Kolar of the Health Tourism Industry (HTI) Conference & Expo said health tourism today extends far beyond medical procedures and is increasingly connected to lifestyle, mental health, quality of life, and longevity. She pointed out the rapid expansion of the global wellness economy and said Europe’s competitive advantages include authenticity, heritage, medical expertise, and natural resources. According to Kolar, stronger collaboration between tourism, healthcare, technology, and wellness sectors is essential for future growth.
In a message, delivered by Iliya Tasev, Health Minister Katya Ivkova said that health tourism and longevity are becoming strategic priorities on the European agenda. Tasev also emphasized the importance of healthy lifestyles and access to Bulgaria’s natural healing resources.
In a video address, EU Commissioner Ekaterina Zaharieva highlighted Bulgaria’s position among the world leaders in the number and flow of mineral springs. In a video address, she stressed that water is one of Europe’s most valuable resources and linked health tourism to prevention, healthy ageing, sustainable innovation, and rural development. Zaharieva also emphasized the importance of life sciences and innovation for Europe’s future competitiveness.
Former Czech regional development minister Petr Kulhanek argued that health, spa, and medical tourism should be integrated into wider regional development strategies. According to him, successful health tourism depends not only on medical services but also on infrastructure, local economies, social life, and the overall environment surrounding spa destinations.
Thierry Dubois, First Vice President of ESPA, described balneology as both a healthcare and economic asset, emphasizing that it offers a cost-effective healing method and should be treated as a strategic pillar of modern healthcare systems.
The main challenges facing thermal and health tourism were outlined Markos Danas, Vice President of the European Historic Thermal Towns Association (EHTTA), during the panel "Forum of the Health Tourism Industry". According to him, the sector is undergoing a significant transformation driven by declining state support and a changing socio-economic model in Europe.
/PP/
Additional
news.modal.image.header
news.modal.image.text
news.modal.download.header
news.modal.download.text
news.modal.header
news.modal.text