Keywords: health tourism, product development, mature destination, Hévíz,
Abstract: Hévíz (Hungary) is a well-known health tourism destination with an international reputation. Although the destination has a well-developed infrastructure and a wide range of tourism attractions and services, the city develops its offer from time to time. In the framework of the Off to Spas project, the destination plays a cutting edge role in sharing know-how regarding health tourism product development. Thanks to its wide professional network, the project’s outcomes can be valuable also for other mature health tourism places. In the case of Hévíz, the main focus of the new health tourism product development is to enrich and rejuvenate the already available offer, the innovation means to target new segments (senior travellers from Northern Europe) by providing new and tailor-made experiences.