Design of Technological Infrastructures in Health and Wellness Tourism and their Effects on Hotel Hospitality: The Case of the Municipality of Lamia

Health and well-being are increasingly pursued through prevention rather than treatment, creating demand for new tourism products and services. This paper examines how technological infrastructures can support health and wellness tourism and how they affect hotel hospitality, using the Municipality of Lamia, Central Greece, as a case study. After defining health, medical, spa and wellness tourism and the main types of spa facilities, the study analyses the area’s geographical position, tourism resources, thermal springs, arrivals, overnight stays and hotel capacity, drawing on official statistics and planning documents. The findings show that Lamia has rich thermal and cultural resources but faces low occupancy, strong seasonality, dependence on domestic visitors and a fragmented tourism identity. The paper proposes the integration of thermal and medical tourism and the use of artificial intelligence, such as digital maps, personalized treatment programmes, visitor-flow management and VR/AR promotion, as levers for sustainable, tourism-driven development.