Recently back from an interesting health and spa tourism conference and B2B workshop in Beregszáz, Ukraine. In addition to seeing the latest locally offered spa and medical tourism products and services, I had the experience of visiting a most unique spa hotel – Iváncsó Birtok. A recreated Austria-Hungarian stately home, (complete with Hungarian cuisine, design motifs and folk uniforms for the staff) the thermal pools boast pop art features based on popular Hungarian alcoholic and soft drinks. The most surprising spectacle however – the guests happily running around in the snow in minus five. Different cultures definitely do demand different spa experiences!