| Abstract |
The geothermal resources of Eastern Styria were discovered with the exploration of new oil fields in the area. These investigations were not successful concerning new oil resources and the discoveries of geothermal water at depths of 1800 to 3200 meters were ignored for two decades. In the beginning of the eighties, the newly discovered resources were re-evaluated for their balneological values. Only one thermal spa from 1830 had used these resources for therapies and cures: Bad Gleichenberg, a well known spa for psoriasis, neurodermitis, asthma and bronchitis. This thermal spa depended heavily on co-operation with public health insurance. From the eighties until the new millennium, four new health spas with different organisational concepts and target groups were developed. The success of the five Styrian thermal spas had a very positive impact on the economic regional development of the Eastern region of Styria. The overnight stays rose from 300.000 to 2,100.000 tourist nights in the period from 1982 to 2002. The high occupancy of 70% over the year is almost equally distributed over the seasons and 75% of the new accommodations have a 4- or 5-star standard. Approximately 3,500.000 guests visit the thermal spas per year. The number of guests is continuously rising and new markets, such as Italy, Germany, Scandinavia and Japan are attracted to the spas. Thermal spas are the main attractions for the rising wellness and fitness tourism. The increasing orientation of tourists and residents toward a healthy lifestyle creates new dynamics for this tourism sector. It was important, however, to involve the whole region in this orientation toward healthy natural products and health services. This way, the total region can participate in this new lead economy of health care and wellness. The surrounding communities can participate very much in this tourist development. Not only 5-star guests need accommodations-agro-tourism has gained new attractiveness, especially by setting high standards in the restoration of old houses and the services offered. It was also extremely important to market the region as a tourist destination and not only the individual spas or hotels-under the name "Styrian Thermal Spas" for tourism and "Styrian Volcanic Region" for the products of the region. Each economic sector is promoting the destination and thus the other economic sectors, as well. The marketing efforts now concentrate in the development of a larger regional destination under the name "EUROPEAN HEALTH DESTINATION," including the neighbouring regions of Burgenland, North Slovenia and West-Hungary. This cross-border cooperation will result in further improvements and coordination concerning the quality of the product and the fame of the region. |