Peninsula Hot Springs: A new spa tourism experience "down under (Jennifer Laing) This case study describes a relatively new spa development in Aust called Peninsula Hot Springs which was opened to visitors in June 2005. It is one of the flagship projects in the State government's desire to pos- ition Victoria as the main health destination in Australia. Although the spa facilities for tourists are new, the natural resources (e.g. geothermal and fresh water aquifers) and indigenous Aboriginal products are thousands of years old. The development is expanding all the me with plans extend the target markets to include international tourists in addition to the existing urban visitors from nearby Melbourne. This case study shows clearly the challenges of combining ancient traditions with new facilities and services, as well as the need to cater for a diversifying health market.