The spa industry in the Czech Republic, as in many European countries, is a part of a very competitive environment. The issue of competitiveness must be addressed not only to the spa organizations, but also to the spa regions. This situation forces the management of spa towns to constantly look for new approaches and methods to improve their market position. In addition to applying general models of competitiveness, such as Porter’s Five Forces, special models are being developed for the needs of tourism and spa industries. Although there is a sufficient theoretical background and knowledge in this area, the implementation of these models in the Czech Republic has so far been limited.