Adriatic & Balkan Wellness Association Announces Official Launch – May 2026

A Unified Vision for the Future of Wellness in Southeast Europe

The Balkan wellness landscape is entering a new era. We are proud to officially announce the upcoming launch of the Adriatic & Balkan Wellness Association, scheduled for May 2026 — a professional platform dedicated to elevating standards, strengthening regional collaboration, and positioning the Balkans as a recognized European wellness hub.

Our Vision

The Adriatic & Balkan Wellness Association is built on a clear and strategic mission:

To position Southeast Europe and the Adriatic region as an internationally respected wellness destination, defined by quality, authenticity, innovation, and strong cross-border collaboration.

From mountain spa retreats and thermal heritage to coastal resorts and luxury hotel spas, the region holds extraordinary potential. The Association aims to unify this strength under one professional voice.

Founding Team

The Association is led by internationally experienced industry professionals:

• Alena Stavnjak – Starwoods Hotels & Resorts

• Darko Vasic – Karisma Hotels & Resorts

Both founders bring extensive experience in luxury hospitality, spa operations, brand

development, and international wellness positioning. Their combined expertise bridges global hotel standards with regional market understanding — creating a strong foundation for the Association’s development.

Strategic Direction

The ABWA will focus on:

• Establishing regional quality benchmarks aligned with European standards

• Strengthening collaboration between spa operators, hotel groups, and wellness brands

• Facilitating education, leadership development, and knowledge exchange

• Increasing international visibility through media platforms and global awards

• Supporting sustainable, authentic, and experience-driven wellness concepts

Industry Collaboration

The Association aims to actively collaborate with respected European industry platforms such as:

• European Spa Association

• European Spa Magazine

• Spa Business

By building strategic alliances, the Balkan region will gain stronger representation within the broader European wellness ecosystem.

Why the Balkans — Why Now?

The region is experiencing significant growth in luxury hospitality and wellness-driven tourism. As guest expectations evolve, wellness is no longer an add-on — it is a core differentiator influencing ADR, brand positioning, and long-term asset value.

The ABWA will serve as:

• A regional think tank

• A networking and educational platform

• A visibility driver for members

• A catalyst for innovation

Official Launch – May 2026

The official launch in May 2026 will introduce:

• Founding members and advisory board

• 2026–2027 strategic roadmap

• Membership structure

• Industry initiatives and collaborative projects

Further details regarding the host destination and launch format will be announced soon.

A Long-Term Commitment

The Adriatic & Balkan Wellness Association is not a short-term initiative — it is a strategic movement aimed at shaping the future of wellness in Southeast Europe.

We invite spa operators, hotel groups, wellness brands, consultants, and industry professionals to join us in building a collaborative and internationally recognized platform.

Together, we redefine the wellness narrative.