Post-Pandemic Competition in Health Tourism: Can Türkiye Lead?

Trust, Health Diplomacy and a Strategic Road Map

The Future of Healthcare Series – Article 10

Some crises reshape the future. COVID-19 transformed health systems, state crisis management, public attitudes and international competition. It also reshaped national reputations.

Before the pandemic, price, treatment quality and tourism appeal dominated discussion. Patients now place greater emphasis on reliable systems, infrastructure and standards.

“Strong health systems protect citizens and strengthen international reputation.”

Health has become a strategic element of development, competition and national security. Health tourism connects research, technology, biotechnology, education and diplomacy.

Trust and Resilience

Intensive care, supply chains, workforce resilience and crisis management were tested worldwide. Türkiye attracted attention through city hospitals, intensive care capacity, experienced professionals, rapid organisation and staff dedication.

Trust requires institutions, people, transparent management, accreditation, ethics and sustained quality. Türkiye’s equipment and medicine support, and patients choosing treatment there, increased visibility and credibility.

Lessons from Other Countries

The United States, Thailand, India, South Korea, Singapore and Türkiye are prominent destinations. Their success extends beyond price and technology.

American universities, research, biotechnology, pharmaceuticals and academic medicine create a powerful ecosystem. South Korea has developed technology and aesthetic brands; Thailand emphasises service and experience; Singapore stresses quality, trust and accreditation.

These countries produce trust, brands and value alongside services.

Competition will increasingly be between national ecosystems. Health tourism is a strategic investment in science, reputation and trust.

From Price to Value

This does not dismiss Türkiye’s cost advantage. Sustainable success also requires quality, trust, research and brands.

• Reliable systems.

• International accreditation.

• Digital patient experience.

• AI-supported services.

• Qualified professionals.

• Scientific output and innovation.

• Ethics and transparency.

Success also depends on what patients say after returning home. Satisfied patients become healthcare ambassadors. Negative experiences can undermine trust across markets, as discussions involving France and the United Kingdom illustrate.

A Historic Opportunity

The article cites a European population of 450.6 million in 2025, with 22 per cent aged 65 or above. Rising costs, long waits, chronic disease and workforce shortages support international mobility.

Of approximately 62 million visitors to Türkiye in 2025, close to 1.5 million came for healthcare. This suggests substantial potential.

Türkiye should aim to become a global reference country through an ecosystem connecting technology, biotechnology, digital health, AI, academic partnerships, education, research and diplomacy.

Health Diplomacy 2.0

Strong healthcare, like other strategic capabilities, supports national resilience. Health tourism contributes to diplomacy, brands and soft power alongside economic activity.

Long-term cooperation now includes technologies, research, digital solutions and shared education, beyond humanitarian assistance. This wider approach signals “Health Diplomacy 2.0.”

A Shared Future Vision

Infrastructure, workforce, geography and experience give Türkiye the potential to lead. We must shift emphasis towards value, trust, quality and long-term brands.

Future strength will belong to countries producing science, developing technology, building trust and creating human-centred ecosystems.

With the right strategy, partnerships and vision, Türkiye can become a leader. The pandemic demonstrated that strong systems save lives. Strong ecosystems can carry countries into the future.

The priority is turning our potential into sustainable success through a shared vision and lessons learned from crises.

“Health systems that build trust are the foundation of countries that build the future.”

Behlül ÜNVER President, World Health Tourism Platform