The Italian obsession with wellness: Spas and Thermal Baths
It is no secret that Italians take their leisure time seriously, and nothing defines “la dolce vita” quite like a day at the terme. While the world knows Italy for its art and food, the country’s ancient connection to thermal waters and modern wellness culture is just as essential to the Italian lifestyle. In fact, after food, the wellness industry is where Italians spend the most money, with roughly 10 billion euros spent annually on these services.
Are spas a new trend in Italy?
You might think that the booming wellness industry is a recent phenomenon, but in Italy, the tradition of visiting terme, or thermal springs, is deeply rooted in history. While some might assume these centers have only been popular for about 50 years, the culture of using thermal water for relaxation and health is a long-standing Italian tradition. Interestingly, it isn't just for the older generation seeking relief from aches and pains. Young people between the ages of 18 and 34 are actually the group that uses these facilities the most. Whether for health or pure pleasure, the trend is steadily rising across all age groups.
How much do Italians spend on wellness?
Self-care in Italy is considered a vital investment in one's quality of life. On average, Italians who regularly visit wellness centers spend approximately €1,200 per year. When you consider that salaries in Italy are often modest, this figure – nearly a full month's wages for many – shows just how much value is placed on feeling good.
This dedication to beauty and health is visible on every street corner. There are over 300,000 gyms, hair salons, and beauty institutes across the country, highlighting just how much the “Bel Paese” prioritizes physical appearance and relaxation.
What are the most popular treatments?
If you walk into an Italian wellness center, you will find that massages remain the absolute favorite treatment among locals. From intense sports massages to specialized techniques like shiatsu or mud therapy, the focus is on physical and mental rejuvenation.
Beyond massages, Italians frequently visit centri estetici (beauty centers) for standard grooming routines. This includes the ceretta, or waxing, which is used to remove hair from various parts of the body such as the legs, underarms, and face. Other common services include professional manicures, pedicures, and eyebrow shaping.
Why are thermal baths so popular?
While beauty centers are great for quick treatments, many Italians prefer the immersive experience of a thermal station. Italy is home to numerous natural springs, often located in volcanic areas where mineral-rich water emerges directly from the ground.
Places like the Saturnia springs or the Sirmione spas are famous for being outdoors and offering spectacular views. For many, spending a few days at these locations is one of the best ways to manage the stress and insomnia that come with a fast-paced modern lifestyle. Whether it is the volcanic waters of Pantelleria or the historic baths in Tuscany, these sites offer a unique blend of nature and health that remains a cornerstone of Italian culture!
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