As in every sector, competition in the thermal tourism sector is increasing day by day. In the research, it was aimed to reveal the perspective and applications of thermal tourism enterprises operating in Central Anatolia on innovation strategies. Considering the projects carried out and planned, the number of thermal facilities in the region is expected to increase gradually. For this reason, the survival of existing thermal facilities in a period when the competition conditions will become tough depends on the introduction of new goods, services and processes. In this context, it was aimed to determine the level of awareness of business managers regarding these factors. The descriptive analysis technique was used in the research conducted with the qualitative method. The data were obtained from the managers of the thermal tourism facility within the scope of the research, by e-mail, telephone or face-to-face interviews. According to the findings, it can be said that the innovation perceptions of business managers are generally at a good level. In addition, it was concluded that customer requests and complaints stand out as the source of innovative studies in enterprises. Finally, it can be said that business managers have a positive view of the potential of the sector and they have a prepared structure for future competition conditions.