Towards wellness? A case study of the profile of tourists visiting a Southern Spanish spa Pinos Navarrete, Aida Shaw, Gareth Maroto Martos, Juan Carlos Health tourism thermalism wellness Andalusia Alhama de Granada Creo que el tiempo de embargo de la revista son 18 meses, pero no estoy segura si al no ser OA puedo ya subirlo sin embargo. Por favor, ¿lo pueden revisar? Gracias Traditional spa tourism in Europe is increasingly being redirected to wellness. Spas are going from being medical centres to having a recreational-preventive functionality. In Spain, this new trend is also taking place. However, not all of the country’s spas are this transition complete. Some spas are still heavily dependent on traditional thermalists, with an aging profile, who demand medical treatments for their illnesses. This research analyses the customer profile of the Alhama de Granada spa (Andalusia, Spain). In this way, an understanding of the evolution of demand is obtained, along with the establishing consumer typologies. In short, the challenges of the Spa’s offer for the future are identified in light of the changes that are taking place. The research, in this paper draws upon unpublished data, along with a key interview with the director who is also the spa doctor. 2025-01-29T08:41:43Z 2025-01-29T08:41:43Z 2020-12-11 journal article Pinos Navarrete, A., Shaw, G., & Maroto Martos, J. C. (2020). Towards wellness? A case study of the profile of tourists visiting a Southern Spanish Spa. International Journal of Spa and Wellness, 3(1), 40–55. https://doi.org/10.1080/24721735.2020.1857208 https://hdl.handle.net/10481/100888 https://doi.org/10.1080/24721735.2020.1857208 eng open access