site.btaHilton Sofia Wellness Centre Expands Therapy Programmes

Hilton Sofia’s wellness centre plans to expand its therapy programmes, introduce new equipment technologies and develop specialized wellness packages, owner Krasimira Valova of operator UPI H said here on Friday.

The long-term goal is to position the centre as a leading urban wellness destination for international guests and the local community, she added.

The wellness centre is among the facilities entered in the register of certified SPA and wellness centres maintained by the Ministry of Tourism of the Republic of Bulgaria.

Valova said the Hilton Sofia wellness centre offers a comprehensive concept for wellness and relaxation, combining modern therapies with established traditional practices. Its main services include classic and therapeutic massages, relaxing and restorative spa rituals, face and body treatments, a sauna and steam bath, anti-stress and recovery programmes, and a fitness area equipped with the latest Technogym machines.

The centre has modern therapy studios, a relaxation area, a sauna, a steam bath, fitness space and specialized equipment for aesthetic and restorative procedures.

Among the most sought-after services are combined recovery therapies and anti-stress programmes, Valova said. She added that their popularity reflects a fast-paced lifestyle and a growing need for quick physical and mental recovery.

The wellness centre has been on the market for more than 20 years and has operated within Hilton Sofia for the past eight years. Its services have been used by hundreds of guests over the years, and interest continues to grow, Valova said.

Foreign clients account for about 90% of visitors, reflecting the hotel’s international profile. Most guests come from European Union countries, the United Kingdom, Israel, the United States and neighbouring Balkan countries.

The visitor profile consists mainly of city tourists, business travellers, people looking for a short wellness retreat and recovery, as well as people who live or work near the hotel and use the centre as part of their regular health and balance routine.

In recent years, the centre has introduced several new service lines, Valova said. These include personalized wellness programmes, anti-stress recovery packages, innovative cosmetic procedures and short wellness programmes under a day spa concept.

She noted that the focus on these services is driven by a clear global trend towards preventive health care, stress management and maintaining the body’s overall balance.

Valova said the centre’s main advantage is its individual approach to each client. Instead of standard procedures, it offers personalized experiences tailored to the guest’s physical condition, lifestyle and specific needs, she added.

She also said the Hilton Sofia wellness centre concept combines professional therapeutic expertise, a calm boutique atmosphere, a high standard of service, holistic care for physical and mental wellbeing, digitalized customer service and online booking systems.

The wellness centre also takes an active part in professional initiatives and partnerships in the spa and wellness industry. It works with established international brands such as Thalgo, Guinot and Forlle'd, as well as with training organizations, which helps ensure modern standards, innovation and good professional practice, Valova said.

The centre employs highly qualified specialists, including kinesiotherapists, beauticians and wellness therapists with professional qualifications and internationally recognized certificates, Valova said. She added that, as across the tourism and services sector, finding enough qualified staff remains a challenge. “To overcome this problem, we invest in training and internal staff development, work in partnership with professional academies and training centres, and create a long-term working environment and motivation programmes. If necessary, we could also work with specialists from third countries, who undergo adaptation training in line with our centre’s standards,” Valova said.

BTA presents news from certified SPA, wellness, and medical SPA centres in Bulgaria in its BG SPA: Salus per aquam, Health Through Water feature. Their total number exceeds 200. The initiative, organized in partnership with the Ministry of Tourism and the Bulgarian Union of Balneology and SPA Tourism, is linked to Europe’s leading health tourism event, the HEALTHXCHANGE SUMMIT, which will be held from May 11 to 13, 2026, in Varna, Sts. Constantine and Helena, Golden Sands, and Albena. BTA will be the event’s main media partner.