How do visitors travel to Thuringia’s health resorts and spa towns? What motivates them? What role do health, nature, and the environment play in their travel decisions? Answers to these and many other questions are provided by the special evaluation of the statewide Thuringia Visitor Survey 2023/2024, conducted by Benchmark Services on behalf of the Thuringian Spa Association. Responses from around 500 overnight visitors in the region’s health resorts and spa towns were analysed according to target groups.
Key findings at a glance:
Health as the main motivation: More than one-third of visitors state health-related reasons for travelling.
Target group 55+: The average age of visitors is 57. They are more likely than average to be university-educated and often enjoy an upscale lifestyle.
Sustainability matters: 62% of travellers consider environmental and climate compatibility in their travel planning, rising to 73% among health-oriented visitors.
Word of mouth is effective: One third are inspired by friends or family; for concrete planning, websites of destinations and regions are the most used source.
Hiking leads the way: 75% of visitors list hiking as an activity, significantly more than the state average.
High satisfaction: Overall visitor satisfaction is very high, with an average score of 1.6 (on a German school grading scale where 1 is best). Health-oriented visitors are even more satisfied, awarding a score of 1.5.
Top ratings: Thermal baths, nature experiences and regional cuisine are particularly well-rated.
Potential for improvement: Visitors desire better accessibility, improved mobility services, and more vegetarian meal options.
Loyal visitors: 94% of health-oriented visitors wish to return to their chosen destination.
The results clearly validate the Thuringian Spa Association's course, which focused on themes of health and nature and pursued a sustainability strategy aimed at creating climate-neutral spa destinations.
The full results have been made available to the Thuringian Spa Association and are being incorporated into the strategic further development of the spa towns.
About the survey
The basis of the special evaluation for health resorts and spa towns was the Thuringia Visitor Survey 2023/2024, conducted by Benchmark Services on behalf of Thuringian Tourism GmbH. More than 3,700 overnight visitors were surveyed, creating a robust data foundation to generate insights for all levels and segments of the tourism sector.
The survey was conducted in writing between 1 May 2023 and 20 May 2024 using an online questionnaire in eleven region-specific versions. In some cases, printed questionnaires were also used.
Further information can be found on the website of Thuringian Tourism GmbH.