In the UK and Bucharest, there has been an extensive PR strategy across trade and consumer media, spotlighting reasons to visit now. Amid this groundswell of interest, Therme has benefited from a UK viral trend for extreme day trips, that has captured the imagination of both the public and the media. Guests are flying to Bucharest and back in a single day and documenting how affordable this is compared to a spa experience at home. Mainstream media titles have picked up on this trend, which even featured in the Daily Mail and The Sun after a recent UK press trip to Bucharest. 

Repeat visitation by its domestic audience in Bucharest has been effective, with a fantastic events calendar pulling guests back to the resort. As part of its commitment to championing sauna culture, the Herbarium Festival was launched in 2023. Dedicated to sauna and herbalism, the festival drew together thousands of visitors and over 30 international holistic specialists. With 13 international Aufguss masters, the success of Herbarium led to its adoption by Therme’s German partners Thermengruppe Josef Wund.

Sauna Fest, the largest sauna festival in the world, is growing year on year, with 2023 welcoming approximately 30,000 visitors. The three-week event offers spectacular multi-sensory sauna rituals to guests from around the world.

Another popular event, the ‘Korean Days at Therme’ festival, offered an exploration of South Korean art, culture and gastronomy. The largest event of its kind in Romania, it was the first of a series of events as part of Therme’s cultural exchange programme with its partners in South Korea.

The hard work from teams across the globe has positioned Therme Bucharest as one of the most fun and accessible wellness destinations in Europe. With the Therme concept poised for worldwide growth, the UK in particular is primed for its arrival.