Türkiye Stands at a New Threshold in Health Tourism

Rising living costs and economic uncertainty are increasing reliance on publicly provided healthcare. Private providers are turning more towards health tourism to balance rising costs and a shrinking domestic patient portfolio. Yet wars, crises and political uncertainty worldwide, particularly in our region, are making people more cautious. Many postpone important decisions, including health expenditure, while observing developments.

Hospitals and intermediaries are experiencing a period well below expectations. Misinformation about costs and service expectations among international patients also requires more coordinated and rational action. Stronger alternative destinations increase competition, while short-term approaches within the sector can sometimes disturb the balance.

Health tourism has become an important part of national economic development strategies, alongside healthcare. Once seen mainly as travelling for treatment, it now encompasses services, technology, education, logistics, insurance, international relationships and investment.

Türkiye is among the countries at the centre of this transformation. Its infrastructure, qualified workforce, internationally aligned institutions, geography and competitive costs have secured an important position.

Increasing patient numbers alone is no longer enough. Countries now focus on creating more value.

High-value services, advanced technology, international academic cooperation, digital visibility, patient experience and sustainable financing will define the new era.

Health tourism extends beyond health ministries. Tourism, trade, foreign affairs, education, technology and investment policies need a common vision. Successful countries treat it as part of national development.

An ideal health system requires accessibility alongside quality and cost management. Sustainability is another often overlooked element. Financing will be a major question for future systems.

Who pays the bill, and through which model, matters alongside whether it is paid.

Türkiye has opportunities in elderly care, thermal health, rehabilitation, sports medicine, wellness, longevity, health technologies, pharmaceuticals and devices.

University partnerships, scientific work and health diplomacy can also strengthen our healthcare brand.

The future will be shaped by countries that produce knowledge, develop technology, attract investment and build trust, alongside providing treatment.

If Türkiye achieves the necessary transformation, it can become one of the strongest participants in the global healthcare ecosystem, as well as a regional hub.

We must therefore ask: “Do we want more patients, or do we want to create more value?”

The answer will determine the next decade of Türkiye’s health tourism.

Türkiye has already written a significant success story. Its next objective should be an ecosystem producing more knowledge, technology, trust and added value, alongside welcoming more patients.

The future of health tourism will be determined by value created.

In our next article, we will explore why sustainability has become a strategic as well as economic issue.

Behlül Ünver President, World Health Tourism Platform