Wellness Operator Therme Expands to Singapore: Can European Success Translate to Asia?

In May 2026, a journalist visited the Therme wellness resort in Bucharest, Romania, following an invitation from the wellness destination developer and operator. The visit provided insights into Therme's business model of integrating traditionally separate facilities—saunas, pools, water parks, and spas—into comprehensive, resort-like wellness destinations that encourage extended stays with dining, socializing, and activities such as aquatic fitness and sauna rituals.

The Bucharest facility, which began construction in 2013, has proven successful despite initial skepticism. Founder and CEO Robert Hanea noted that investors questioned whether Romania, lacking the deep sauna culture of Germany, Austria, and Switzerland, could support such a venture. The project succeeded, attracting 3,000 to 4,000 daily visitors on weekdays and 7,000 to 9,000 on weekends. This performance reflects growing global demand for integrated wellness facilities, with competitors like the British operator Center Parcs and Thai company Six Senses also expanding rapidly.

The global wellness economy reached USD 6.8 trillion (approximately SGD 8.8 trillion) in 2024, according to the Global Wellness Institute, with growth of nearly 8 percent year-on-year. The market is projected to reach USD 9.8 trillion by 2029. Against this backdrop, Therme is investing SGD 1 billion to build a major wellness resort in Singapore, extending its expansion strategy to Asia.

For Singapore's tourism and wellness sectors, Therme's investment offers potential benefits. However, significant questions remain about whether the company can replicate its European success in the local context. Challenges include Singapore's high land and utility costs, as well as the need to adapt marketing strategies for culturally conservative Asian societies. The outcome of Therme's Singapore venture will provide valuable lessons for the global wellness industry and its peers.