Slovene tourism has small capacities from the global perspective. In addition, the offer of tourist centres is characterised by ownership and location fragmentation, with no big, well-established brands. As a consequence, promotion and sales costs are higher, efficiency is weakened and the ultimate result is the lack of recognizability in a wider region.

These facts gave rise to the idea about capital integration of the northeast section of spa tourism under the brand "Panonske terme". Terme 3000 Moravske Toplice took over Terme Lendava and Terme Ptuj in 2002. In 2004, the group Terme 3000 was joined by Naravno Zdravilišče Radenci which also includes Terme Banovci and hotel Jeruzalem. The project of capital integration of northeast spa tourism was therefore marked by a successful start. Thus, the main purpose to merge tradition, knowledge and a specific offer of individual destinations was achieved. Integrated companies appear in public and market their products under the umbrella brand of Panonske terme.