The purpose of this study was to explore the characteristics, the existing drawbacks and the future opportunities of thermal spas in Greece. Using a case study approach, ‘Thermae’ spa was chosen because of its long-standing establishment and current reputation. The sample included fifty spa visitors and two managers. One-to-one interviews and questionnaires were used to collect the data. Thermal spas in Greece attract mainly older adults who seek alleviation of their medical problems. The medical treatments are of high quality, however, thermal spas need to develop their leisure and recreational image and provide more opportunities for social interaction. Greece, offering an abundance of natural resources with significant healing properties, a great heritage, and a mild climate could be an attractive destination for people who want to take time off to relax and re-energise. The future development of thermal spas in Greece is a feasible option, however, there is need for diversification into different market segments, new state-of the-art infrastructure, and co-operation of the public and the private sector for planning a long-term and viable strategy.