Italy launches thermal tourism promotion

Spa tourism is a sector that the Italian government is now supporting. A key target market is France.

Italy’s Minister of Tourism, Daniela Santanché, recently announced while at the Paris thermal fair, LES THERMALIES, that it will be supporting the promotion of Italy’s thermal tourism sector.  Recognising that the sector had suffered significantly during the years of the pandemic, the Ministry now sees spas as representing one of the peaks of ‘Made in Italy’ excellence.

One leading spa in Italy, Monteverdi Tuscany, has unveiled its newly expanded Monteverdi Spa & Wellness Centre following a multi-year renovation. The medieval-era boutique hotel located on 22 acres in Val D’Orcia now houses an enhanced spa and new, split-level 1,720-square-foot wellness centre.

Guests can experience a range of artisanal massages in renovated treatment rooms, including a new couples suite. The Monteverdi Spa Circuit has a series of warm and cold plunge pools, saunas and showers. The spa includes a new bio sauna, a Finnish sauna and a cold plunge pool. Guests can also experience the new sensory showers. Other new facilities include cryotherapy chambers, outdoor garden and yoga platform. To complement the expanded facilities, Monteverdi has partnered with luxury beauty brands to augment its spa program with a range of treatments.

The new wellness centre offers five treatment rooms, including two rooms designed for laser treatments and an IV lounge. There are four areas of wellness expertise: aesthetic, regenerative, preventative and programmatic, where guests can experience aesthetic care, science-driven treatments and physician guidance to promote health and wellbeing during and after their stay. A wellness concierge will be assigned to each guest for a personalised wellness experience.