ABSTRACT We examine the effectiveness of print media in projecting the image of spa tourism in two destinations. Previous COVID-19 research focused on visit intention or strategies to overcome government restrictions. We focus on the projected destination image by examining how print media shapes the perception of thermal wellness tourism. Through a comparative analysis of media coverage (2018–2023), we explore and describe the role of print media in constructing the image of Baden-Baden (Germany) and Ourense (Spain) with a mixed methods approach (content analysis and semi-structured interviews). The results reveal significant differences in media representation. The findings underline the importance of print media in shaping destination image and influencing tourists’ expectations, highlighting that media coverage is significantly higher in Ourense (N = 165) compared to Baden-Baden (N = 74), with the cultural dimension in Ourense (29.69%), mainly in events, and the educational dimension in Baden-Baden (54.05%). This study contributes to the understanding of public agenda theory in tourism promotion and offers practical ideas for developing tailored communication strategies. It emphasises the need for targeted media narratives that align with destination characteristics and tourist motivations.
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