Pyrénées-Orientales Thalassotherapy Centers See Growth Through Shorter Stays, Preventative Focus
Argelès-sur-Mer, France – Thalassotherapy centers in the Pyrénées-Orientales region are navigating a mature market by focusing on shorter, customizable stays and expanding into preventative health offerings, according to recent statements from industry leaders. Despite a slight dip in overall customer numbers in 2025, centers are reporting increased spending per customer and a growing interest from corporate wellness programs and health insurance providers.
2024 marked a record year for the region’s thalassotherapy businesses. while customer volume is slightly down in 2025, the average customer “basket” has increased by 6%, bucking a trend of slowing consumption seen among other coastal operators. Centers are seeing customers spend more on-site,utilizing restaurants,boutiques,and additional treatments. Annual attendance remains robust, averaging between 15,000 and 18,000 visitors - considerably above 2022 and 2023 levels.
A key shift driving this growth is the rise of “à la carte” thalassotherapy, catering to younger demographics who prefer shorter, more flexible stays. “Young people no longer necessarily come for a whole week,” explained M.P.S. “They consume ‘à la carte’, two treatments rather than four, one night with half board, then one night with breakfast… These are short stays, but more and more numerous.”
Innovation in treatments remains a priority, but centers are prioritizing authenticity and connection to the sea. New offerings include seaweed massage – utilizing seaweed reconstituted with seawater and marine magnesium – and a marine head spa inspired by Japanese rituals, adapted with aloe vera and Pyrenees salt. Cryotherapy, however, has been discontinued due to management challenges.
Looking ahead, preventative health is emerging as a notable growth area. “More and more” mutual insurance companies are beginning to cover seawater treatments, with France seeing reimbursement for osteoarthritis. “We think that thalassotherapy prevention will progress in this direction,” stated M.P.S.additionally, works councils are increasingly offering wellness stays and thalassotherapy vouchers to employees, and centers continue to serve professions exposed to high stress levels, such as hospital workers and prison staff.
The thalassotherapy market remains overwhelmingly domestic, with 95% of customers originating from France. Logistical challenges hinder expansion into distant markets, a focus for future advancement. Y.G. noted the average customer age is stabilizing, with rejuvenation occurring through weekend getaways and shorter formulas.
Industry leaders emphasize the importance of educating the public about the benefits of seawater, noting that only 27% of respondents are aware that the region’s swimming pools and treatments utilize highly mineralized seawater.The driving force, they say, is “the alliance of prevention and pleasure in a natural setting,” delivered through a clear and realistic offering.
