A New Era in Health Tourism: Competition Between Systems

Global healthcare is undergoing a strategic as well as medical transformation. Different studies place the health tourism market above USD 150 billion and project USD 400–500 billion within ten years.

Healthcare now forms part of economic policy, technology, diplomacy, brand management, data security and international competition, alongside treatment travel.

Countries invest to attract international patients and retain their own citizens. Hundreds of thousands of Americans seek care abroad because of costs, while Gulf countries invest billions to strengthen domestic systems. Infrastructure investment is also accelerating in the Middle East, Asia and the Turkic republics.

Healthcare capability has become a measure of national strength. Citizens travelling abroad can raise questions about domestic systems at the state and international level, although individuals do not necessarily view their decisions in those terms.

Competition therefore involves perceptions and international communication alongside quality. A powerful, sometimes less visible marketing contest is taking place. Countries may promote their systems while creating negative perceptions of rivals; misinformation and manipulative campaigns can undermine trust.

Success increasingly depends on international trust management, digital visibility, crisis communication, branding, patient experience, data security, academic visibility and cooperation.

Health tourism includes thermal tourism, senior and geriatric services, spa, wellness, longevity, accessible tourism and sports medicine. Countries aim to offer quality of life, sustainable experiences and trustworthy ecosystems.

Türkiye’s infrastructure, physicians, city hospital investment, private capacity and operational experience have made it an important healthcare centre. The 2025 figures cited here indicate approximately 1.5 million international visitors and USD 3 billion in revenue.

The next era will place greater emphasis on value per patient, trust, brands and sustainable system management.

Competition takes place on digital platforms, in international media, brand perception and global trust, as well as in operating theatres.

Future strength will depend on building international trust. Countries compete to demonstrate the credibility of their systems alongside attracting patients.

Health tourism will increasingly reward countries that improve quality of life comprehensively.

Behlül Ünver President, World Health Tourism Platform