Competition in Health Tourism: Türkiye and the European Union

Türkiye’s Position in Price, Service Quality and Other Competitive Factors

Health tourism is a multidimensional ecosystem shaped by social, economic, technological and sociocultural factors alongside medical needs. It can be described as travel outside one’s country to recover, maintain or improve health through care abroad. High domestic costs, long waits or difficulty accessing services can motivate the decision.

This article considers Türkiye’s competitiveness in price, quality and structural factors. Health tourism includes medical, thermal, senior and accessible tourism. Medical tourism focuses on procedures and treatment in healthcare facilities; thermal tourism uses mineral waters therapeutically; senior tourism addresses older people’s health and social needs; accessible tourism serves people with additional requirements.

Globalisation and technology also support wellness, aesthetic services and psychological support, pointing towards a holistic ecosystem addressing physical, mental and emotional well-being. Telemedicine, biotechnology and health tourism portals influence its economic value. Each branch forms a substantial market with specific features, within a broader interconnected ecosystem.

This diversification shapes providers and patients’ expectations. EU countries are important as both providers and sources of patients. Directive 2011/24/EU provides a framework for EU citizens’ access to cross-border healthcare within the Union. Ageing, chronic disease and capacity pressures also encourage consideration of alternatives outside it. Regulations and insurance arrangements support mobility while bringing price, access times and service diversity into competition.

Türkiye stands out through proximity, competitive prices and internationally aligned services. Technologically developing infrastructure, qualified professionals, faster access and public policies have helped establish it as a major global destination. Interest has grown in aesthetic surgery, transplantation, IVF, orthopaedics, cardiac surgery and cancer care, while markets beyond medical tourism also continue developing.

The objective is a broad assessment of price, quality, infrastructure and structural dynamics, explaining how Türkiye became a preferred destination.

European Healthcare Spending

In 2022, average current healthcare expenditure per person in the EU was EUR 3,685, compared with EUR 2,658 in 2014, an increase of 38.6 per cent. Luxembourg recorded EUR 6,590, Denmark EUR 6,110 and Ireland EUR 5,998. Romania, Bulgaria and Poland recorded EUR 858, EUR 990 and EUR 1,137 respectively, below the EU average.

These figures indicate growing demand and expenditure, while high costs in some countries encourage alternatives. All EU countries recorded increases from 2014. Latvia’s 140.5 per cent, Lithuania’s 125.6 per cent and Romania’s 123.1 per cent increases illustrate the trend.

Türkiye’s combination of affordable prices and quality makes it an attractive option. Proximity, shorter waits and service standards support its position in dental care, aesthetic surgery, ophthalmology, IVF and cancer treatment. Accredited hospitals, international coordination and public policies reinforce this appeal.

The European Health Tourism Market

Health-related travel accounts for 4.3 per cent of arrivals in the EU, making it an important niche. Germany, France and Sweden are prominent participants. Wellness generates 66–75 per cent of health tourism revenue, reflecting the importance of quality-of-life services alongside treatment.

The EU market generates approximately EUR 46.9 billion annually, representing 4.6 per cent of tourism revenue and 0.33 per cent of EU28 GDP. More than 75 per cent comes from Sweden, France, Poland, Italy and Germany.

Analyses suggest stability and growth potential. Many providers also serve local patients, supporting integration and additional revenue. Employment effects and environmental sustainability are further topics discussed in the literature.

Strategic investment can help Türkiye gain market share. Its strengths include quality, expertise and a wide treatment range. Average healthcare costs are reported as 50–70 per cent below those in the United States. Modern medical expertise and international training support the workforce, while Istanbul attracts approximately 40 per cent of health tourists. Accredited institutions provide reassurance regarding quality and safety.

Türkiye’s Patient Numbers and Revenue

In 2023, 1,538,643 visitors came for healthcare, generating USD 3,006,092,000. In 2024, 1,506,442 visitors generated USD 3,022,957,000.

In the first quarter of 2025, 354,457 healthcare visitors generated USD 643,356,000. The article’s figures place this at 6.9 per cent of total tourism revenue, illustrating the sector’s economic importance.

Why Price Comparisons Are Difficult

Prices depend on treatment type, disease severity, country and city, technology, accreditation, patient services and operating expenses. Physicians’ academic backgrounds, experience and expertise also influence prices. Fixed comparisons between countries or institutions are therefore difficult.

Academic analysis faces limited current data in a dynamic market. Transparent prices are important for quantitative comparisons and policy research. Providers and intermediaries may instead use flexible competitive pricing, withhold commercial data or present packages that can create misleading impressions.

Economic fluctuations, exchange rates, regulations, insurance coverage and taxation also prompt revisions. Available information may be outdated or lack context. Reliable, current and standardised datasets are needed.

Price must be assessed with quality, safety, ethics, satisfaction and follow-up. Low prices do not automatically mean an advantage if standards are compromised. Patients need to assess reliability, accreditation, professional competence and patient-rights practices. Transparency matters for research, safety, regulation and public health.

An Illustrative Treatment Comparison

At the time of the article’s comparison, single-eye cataract surgery averaged approximately EUR 3,000 in France, EUR 3,800 in Spain, EUR 4,800 in Germany and up to EUR 7,000 in the United States. The comparable figure cited for Türkiye was approximately EUR 2,500.

The article presents Türkiye’s technology and expertise as comparable to EU standards, with advantages in cost, satisfaction, access and speed. These illustrative averages should be understood in the context of the pricing limitations described above.

Conclusion

Türkiye’s position rests on quality, satisfaction, shorter waits and accessible care alongside cost advantages. Advanced hospitals and specialist physicians can arrange treatment rapidly. Proximity, visa arrangements, flight options and cultural connections also support access for European patients.

International interest and patient experiences continue strengthening Türkiye’s position. Its combination of reliable, accessible and comprehensive services has made it a strategic participant in regional and global healthcare markets.