The region returned to Arabian Travel Market Dubai 2026 as part of the national SLOVAKIA TRAVEL stand, building on its continuous promotion in the GCC since 2022 and on a much longer tradition of visitors from the Middle East travelling to the renowned spa town of Piešťany.

Gulf guests have traditionally been an important market for Piešťany, particularly for longer medical and wellness stays. Today, the destination is developing this relationship further as travellers increasingly look prevention, healthy lifestyles, regeneration, wellbeing, privacy and slower, more meaningful travel

“Visitors from the Gulf already have a strong relationship with Piešťany and our ambition is to build on this tradition. They stay longer, travel with their families and value high-quality health and wellness services. Trnava Region can offer them professional spa care, thermal water, green and peaceful surroundings as well as easy access to the rest of Central Europe. An important part of our strategy is Piešťany Airport, which gives us the potential to bring guests directly into the heart of the spa destination. We therefore continue working towards direct air connections with GCC countries,” said Agata Mikulova, executive director of the Trnava Regional Tourism Board.

Central Europe without the crowds

At the heart of the destination is Piešťany, internationally known for its medical spa tradition, geothermal water and therapeutic mud. Its offer extends from rehabilitation and treatment to prevention, wellness and active ageing.

Beyond the spa, visitors can discover a green and uncrowded part of Central Europe with rivers, thermal springs, vineyards, castles, manor houses and historic towns. Bratislava, Vienna and Budapest are within easy reach, making it possible to combine a wellness stay with shopping, culture and private excursions.

The region can also cater to the expectations of GCC families through personalised services, privacy and halal-friendly dining option.

To make the destination easier to experience, the Trnava Regional Tourism Board and its partners have developed tailor-made luxury packages for GCC travellers, combining spa and wellness stays with private cultural, nature and shopping experiences.

Almost everything that current travel trends are pointing towards can already be experienced in Trnava Region – health, longevity and healthy ageing, regeneration, nature, tranquillity and authentic travel without crowds. Rather than creating a product specifically for the Gulf market, we are presenting what is naturally part of our destination and adapting it to the expectations of GCC guests through personalized service and carefully designed itineraries.

She added: “Together with AVIAREPS, our representative in the Gulf, we have been building relationships with travel trade partners, media and other stakeholders for several years. It was therefore especially valuable to meet many of these partners again personally at Arabian Travel Market and introduce the next stage of our destination offer.”

Piešťany Airport: direct access to the spa destination

Piešťany has its own international airport located only minutes from the spa area. This gives Piešťany a distinctive advantage among European medical and wellness destinations: GCC guests could potentially arrive directly in the heart of the spa destination.

The region and its partners are therefore continuing their efforts to establish direct services between Piešťany and GCC countries. Combined with access through Bratislava and Vienna, this would give Middle Eastern travellers several convenient gateways to a destination that offers health, privacy, nature and Central Europe within one journey.

For Trnava Region, the Gulf is not a new market to discover, but a relationship to deepen. Its current offer builds on decades of spa travel to Piešťany while responding to a new generation of travellers seeking health, vitality, meaningful experiences and Europe away from mass tourism.