Health and Wellness Tourism: A Strategic Plan for Tourism and Thermalism Valorization of São Pedro do Sul

Wellness tourism has become an emerging market segment directed not only for those who pursue solely thermal treatments but also for those seeking illness prevention, physical improvement and spiritual balance or even for those eager of cultural and relaxation programs. In this sense, wellness tourism has become more complex and creative, demanding high quality equipments and infrastructures, providing a wide range of products and services related not only with the diversity of spa treatments but also with complementary recreational activities regarding the connection to nature and to cultural patrimony as well as to other regional resources, creating effective links to the territory and becoming a signifi cant force that will shape the regional development, by creating a positive pressure on local economic bases with spillover effects on the territory. This research presents a case-study based on the creation of a strategic plan for tourism and thermalism valorization of São Pedro do Sul, the largest thermal health complex in Portugal. It relies on three main aspects – products, space promotion and governance – and it will unveil how classic spa tourism may evolve towards modern structures by capturing emerging and modern tourism demands.