Spa and Wellness in the Czech Republic: Public Attitudes as an Opportunity or Challenge for the Karlovy Vary Region

Abstract

The development of spa and wellness tourism in the Czech Republic has undergone significant changes in recent years. While traditional spas were historically focused primarily on therapeutic and rehabilitative functions, they are increasingly linked to the broader concept of wellness and a healthy lifestyle. A key role in this transformation is played by the Karlovy Vary Region, a border area with a long spa tradition and high numbers of foreign visitors, particularly from Germany. This region illustrates the interconnection of medical treatments, tourism, economic development, and an international clientele, while also facing challenges related to sustainability and diversification of services. Against this backdrop, the paper presents the results of a quantitative survey conducted among the Czech population (n = 1000), which explored attitudes and preferences toward spa and wellness services. Respondents evaluated the importance of spas and wellness as part of their healthcare, the frequency of visits, preferred types of facilities, and the main motivations for visiting spa destinations. The analysis reveals that most of the Czech population perceives spas and wellness not only as a treatment for health issues, but also as a means of prevention and relaxation. The results are compared with official statistics from the Institute of Health Information and Statistics of the Czech Republic (ÚZIS), which confirm the growing economic and social importance of this sector. The paper thus provides an up-to-date perspective on the transformation of Czech spa and wellness tourism, with particular emphasis on the Karlovy Vary Region as a cross-border area with strong foreign demand, and highlights how the Czech public perceives this industry today.