Limes Thermal Spa in Aalen Records Strong Growth in 2025
Photo: Courtesy of Stadtwerke Aalen
(eap) The Limes-Thermen in Aalen (Baden-Württemberg, Germany) are looking back on a successful year 2025. In the year of its 40th anniversary, the thermal spa recorded 262,695 visitors. Compared to the previous year, this represents an increase of more than 13,000 visitors (2024: 249,313 guests). This means that the Limes-Thermen not only exceeded the previous year’s result but also surpassed the high-visitor pre-Covid year 2019, when 261,953 guests were counted – despite a shorter operating period. Since 2024, the Limes-Thermen have been closed for three instead of two weeks during the summer months, resulting in the loss of a full operating week compared to earlier years. The strongest month in terms of visitors was January 2025, with a total of 29,683 guests.
According to Stadtwerke Aalen, the growing visitor numbers can be attributed to successful measures taken after the Covid-19 pandemic. A key success factor was targeted marketing activities that addressed new target groups and expanded the catchment area of the Limes-Thermen. At the same time, the events programme was expanded: the sauna nights were upgraded and offered more frequently. All dates were sold out days in advance according to the operator. Concerts, DJ events and seasonal special events with extended opening hours and price promotions were intended to specifically attract new visitors and helped to achieve high occupancy levels even during the off-season. In parallel with the expansion of the offering, the quality of stay was further improved. Since January 2025, the panoramic restaurant at the thermal spa has been operated by a new tenant couple, who convince guests with a contemporary concept and high quality. Another added value for visitors is the gym room opened last year, which can now also be used by thermal spa guests.
Michael Schäfer, Managing Director of Stadtwerke Aalen, draws a positive conclusion: “We are very pleased that in our anniversary year we were able to welcome more than 13,000 additional guests compared to the previous year. This result is no coincidence – we worked deliberately towards it, created new offerings and noticeably enhanced the overall experience at the Limes-Thermen.” The chosen direction is to be continued in 2026. A high quality of stay combined with target-group-specific offerings and events is intended to continue the positive trend this year as well. ■
