Knowledge, technology and innovation are reshaping global strength. Healthcare stands at the centre. Hospital, bed and patient numbers alone no longer explain success. What makes a country a genuine leader: infrastructure and numbers, or research, technology, skilled people and public trust? Future leaders will develop systems, produce knowledge, guide technology and strengthen partnerships, alongside providing treatment. AI, robotics, digital platforms, biotechnology and personalised medicine matter. Yet equipment can be purchased; knowledge, trust, scientific ecosystems and people require long-term vision. Knowledge, Technology, Trust and People The pandemic demonstrated healthcare’s importance for economic stability, confidence, security and reputation. Leading countries invest strategically in research and technology. Knowledge supports innovation; technology supports competitiveness; trust supports sustainable success. Universities, hospitals, companies and public institutions need shared objectives. Leadership includes medicines, devices, responsible AI integration, ethical data management, international cooperation and sustainable human-centred care. Türkiye’s Next Objective Türkiye’s investments, workforce and health tourism achievements provide a strong position. The next objective should include technology, digital solutions, research and university–industry–public cooperation. Success should also mean less illness, better chronic disease management, stronger prevention, improved quality of life and reduced need for care. Strong systems keep communities healthy, alongside treating disease. Joint research, education, knowledge sharing and technology development with partner countries strengthen regions as well as nations. Technology in the Service of People AI supports decisions, robots support surgery and digital systems analyse data. People still build trust. Healthcare also involves conscience, ethics, compassion and respect. Leaders will use technology in people’s service. Real leadership prepares tomorrow’s world today through research, innovation, people, partnership and trust. Will we follow future systems or shape them? The answer depends on a shared vision for science, technology and the workforce, and the courage to begin building now. Behlül Ünver President, World Health Tourism Platform

The industrial revolution changed production, electricity accelerated industry and the internet redefined access to information. Artificial intelligence is now opening a transformation in healthcare. Physicians, AI, robots and digital technologies are becoming active parts of one ecosystem. Diagnosis, treatment, surgery, rehabilitation, management and health tourism are all affected. AI systems learn, analyse, compare and generate recommendations. Physicians develop expertise through years of education and experience, while AI can analyse scientific information across radiology, pathology, cardiology, oncology, dermatology, genetics, neurology and other fields. The future should combine human and technological capabilities for better decisions. AI as Clinical Support International studies show advanced models performing strongly on American medical licensing examinations. The important question is how physicians can work with AI to deliver safer, faster and more accurate services. People remain central. Empathy, ethics, experience, trust and humane care cannot be fully replaced. AI can strengthen decision support. Robotics and Advanced Technologies Three-dimensional imaging, augmented reality, high-resolution endoscopic vision and robotic platforms support precise surgery. Some applications show surgeons supporting operations across long distances. Communication advances may expand these capabilities. The article envisages quantum computing and AI contributing to drug discovery, personalised cancer care and genetic analysis, with implications for the health economy. Digital twins could model organs or physiology, enabling proposed treatments to be assessed digitally before use. Such developments may support personalised care and reduce complications. Hospitals Are Changing Some hospitals use robots to welcome and guide patients. AI supports laboratory analysis, interaction assessment and decisions. Logistics, medicines, stores, navigation and administration may increasingly use autonomous systems. The objective is to give professionals more time with patients. Next-Generation Health Tourism Future journeys may include AI-supported assessments, record analysis, risk maps and personalised planning before travel, advanced care in Türkiye and remote follow-up at home. Competition will increasingly involve technology development, data management and digital ecosystems alongside hospitals, patient numbers and prices. Türkiye’s Opportunity Infrastructure, people and experience provide a foundation. Türkiye should also develop AI, robotics, platforms and strategic data capabilities. Will we observe the future or help design it? Knowledge production, responsible data management and the ability to unite people and technology will be central strengths. Combining health technology with AI can also influence the wider economy. Healthcare is a strategic field connecting treatment, technology, data and international competition. The new era has begun; we must help shape it. Behlül Ünver President, World Health Tourism Platform

Medicine, longevity, hospitals and technology have advanced dramatically. AI, robotics, digital platforms and personalised medicine are reshaping services. These achievements raise a fundamental question: what is the true purpose of healthcare? Is it more hospitals, patients and surgery, or longer, healthier and happier lives? Consultations, procedures, equipment and expenditure matter, but do not alone demonstrate a healthy society. More treatment does not always mean more health. Spending rises while obesity, diabetes, cardiovascular disease, cancer and mental health problems persist. Healthy life expectancy does not necessarily improve at the same pace. “Health systems should create societies that need hospitals less.” Protecting Life and Well-Being The principle attributed to Şeyh Edebali, “Let people live so that the state may live,” expresses an understanding relevant to health policy. Protecting life includes prevention, healthy living, quality of life, mental and social well-being and peace of mind, alongside treatment. The Turkish words “sağlık” and “sıhhat” offer a meaningful distinction. Treatment addresses disease; health encompasses physical, mental and social well-being; “sıhhat” evokes balanced and peaceful living in a broader sense. Future systems should protect this holistic well-being. Prevention and Responsible Technology Prevention, nutrition, physical activity, mental health, improved environments and early diagnosis should be central. AI may help identify risks, anticipate chronic disease and personalise advice. Technology alone is insufficient. Trust, ethics, fairness, conscience, compassion and dignity remain essential. Whether described as healthcare, wellness, longevity, healthy ageing or health tourism, the shared purpose is protecting and improving people’s well-being. Health Tourism’s Wider Purpose Prevention, healthy ageing, rehabilitation, functional medicine, wellness and longevity will become more prominent alongside treatment travel. Türkiye’s infrastructure, experienced people, location, thermal resources and expertise provide opportunities to create health as well as treat illness. A well-known Ottoman verse expresses the value of health: “No worldly power can equal a single breath of well-being.” People’s health is among their greatest riches and strengthens the state. Measure the Life Made Possible We should measure how many people can live healthy, peaceful and productive lives alongside how many receive treatment. The most successful systems will produce health and holistic well-being. “Let people live so that the state may live.” “No worldly power can equal a single breath of well-being.” True value begins with protecting health and quality of life. Strong societies and states offer health, well-being and hope alongside treatment. Behlül Ünver President, World Health Tourism Platform

Relationships between Türkiye and the Turkic states are gaining a new healthcare dimension alongside cultural and economic ties. Shared history, culture, social connections and developing political relationships support stronger cooperation. Turkic states are investing in infrastructure, workforce, technology and internationally aligned services. Türkiye’s experience, professionals, facilities and health tourism achievements make it an important regional reference. This quiet transformation across our ancestral and closely connected regions increases demand for internationally integrated systems. Türkiye offers both a model and institutional capacity for joint projects. Affinity extends beyond diplomacy to history, culture and strong human bonds. A Partnership Beyond Patient Mobility Develop joint healthcare projects. Train physicians and other professionals. Build university partnerships. Invest together in health technology. Cooperate in pharmaceutical and device production. Create sustainable system models. Health tourism matters, but future success also involves shared knowledge, investment, education and technology. Turkic states should work together to create value, develop and grow stronger. Their shared past builds trust; their shared future offers hope. Uzbekistan, Kazakhstan, Kyrgyzstan, Azerbaijan and Turkmenistan are experiencing significant transformation. Türkiye’s role should be a strategic partner sharing experience and creating value together. The Organisation of Turkic States’ vision can be supported by congresses, technology centres, university networks, digital platforms and regional investment. These partnerships offer global as well as regional opportunities. As I often express through Mevlânâ’s words: “Those who share feelings understand one another, even beyond a shared language.” Our objective should be a shared healthcare future. Working together strengthens regions as well as individual countries. Shared understanding, vision and objectives offer an important opportunity for the Turkic world. Behlül Ünver President, World Health Tourism Platform

Global healthcare is undergoing a major transformation. Health tourism now connects technology, AI, digital platforms, insurance, academic cooperation, investment and national brands, alongside travelling for treatment. It has become an area of strategic competition involving economic development, technology production and diplomacy. Türkiye’s investments over the past twenty years have built modern hospitals, strong infrastructure, skilled people, advanced technology and an advantageous position. The question now is where we want to be in 2028 and beyond. Quality, Access and Sustainability Successful systems must be cost-effective, accessible and sustainable as well as deliver quality. Financing will become increasingly central. Who pays, from which resources and for how long matters alongside care quality. Ageing, chronic disease, costly technology and growing demand require new solutions. Future systems must use resources efficiently and reach all parts of society. Health tourism, properly planned, can support this sustainability. The 2028 Vision Competition will favour countries building brands and trust, developing technology and knowledge, offering digital solutions and creating international influence. By 2028, Türkiye should improve quality, visibility and global institutional brands, becoming a preferred centre for high-value services. The ministries of Health, Culture and Tourism, Trade and Foreign Affairs, YÖK, universities, public and private providers, insurers and sector representatives must share a vision. Health tourism should be a lever strengthening the system’s quality, sustainability and international effectiveness. The 2035 Goals By 2035, Türkiye should be a global hub developing health technologies and AI solutions, delivering international education, exporting management models and helping shape healthcare investment. The Turkic republics, Gulf, Balkans, Africa and South Asia offer strategic partnership opportunities. Türkiye should contribute knowledge, experience and joint projects to system development. Remote care, AI diagnostics, personalised medicine, big data, digital experience and international networks will shape the future alongside mobility. Our existing strengths support these ambitions, but achieving them requires vision and planning today. A strong bridge between 2028 and 2035 can turn Türkiye from a regional participant into a global healthcare power: a country producing knowledge, developing technology, investing and helping shape the future.

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

AI, digitalisation and global cooperation are redefining health tourism. Competition increasingly means creating healthcare brands trusted worldwide. AI, big data, digital health, remote services and partnerships are changing access, decisions and institutional growth. Patient acquisition through marketing, social media, fairs, intermediaries and promotion remains important. We must also ask how to take Turkish healthcare brands to the world. Health Tourism Is Evolving This vision builds on existing patient mobility, which will continue growing. Türkiye’s infrastructure, people, costs and geography remain attractive. Advanced surgery, oncology, thermal health, healthy ageing, rehabilitation, wellness and prevention will continue bringing visitors. Some services gain value through their location, resources, infrastructure and complete experience. Yet patient acquisition alone cannot explain future competition. AI Is Changing the Rules Patients can compare hospitals, examine physicians’ experience and assess options across countries through AI-supported search, platforms and databases. Easier information access increases the need for trust. Transparent institutions with credible brands will be preferred. The Right Model for the Right Patient Some patients should receive care in Türkiye. Others may benefit from Turkish centres abroad, internationally managed hospitals, digital second opinions, remote monitoring or hybrid care. Healthcare crosses borders in more ways than patient travel. What Should We Export? Hearing that patients can receive equivalent care from Turkish physicians abroad can indicate international confidence in our system. A crucial condition is that these activities operate through institutions representing Turkish brands. We should export healthcare management, hospital operations, quality systems, technologies, training, digital solutions and project development, alongside services. How Global Brands Develop Apple and Coca-Cola operate worldwide while representing national economic strength and brand value. Healthcare can adopt a similar vision. Why should Turkish institutions not operate under their brands in London, Berlin, Riyadh, Baku, Tashkent or Kuala Lumpur? We can build and manage hospitals, develop partnerships and create ecosystems abroad. A New Vision for Türkiye Our next phase should include global institutional growth, international use of Turkish operating models, technology exports, investment partnerships and trusted brands. Countries will compete through knowledge and trustworthy ecosystems alongside products. Health tourism remains strategic, but leadership will increasingly be measured through international value and trust. Future leaders will build partnerships, invest and operate abroad, export knowledge, develop technology and create global brands. Taking Turkish brands worldwide can strengthen national reputation, economic power and international influence, alongside bringing patients to Türkiye. Behlül ÜNVER President, World Health Tourism Platform

A new vision can bring Türkiye’s geothermal wealth together with preventive healthcare, healthy ageing, science and technology. Behlül Ünver Countries increasingly compete to create ecosystems offering healthier lives, alongside attracting patients. Türkiye possesses a strategic asset whose full potential remains unrealised: geothermal resources. The WHO Decade of Healthy Ageing, 2021–2030, places quality of life and the effects of population ageing among global priorities. UN projections indicate that the population aged 65 and above will approximately double by 2050. Prevention, rehabilitation and healthy ageing therefore require a stronger place in healthcare. The world is moving towards longer, healthier and better lives. This changes health tourism. Are Türkiye’s greatest opportunities solely in modern hospitals, or also in its extraordinary geothermal heritage? The challenge is integrating natural wealth with science, technology, prevention and healthy ageing to create added value. I call this approach a “Thermal Health Ecosystem.” A New Era in Health Tourism Twenty years ago, surgery, dentistry and aesthetics dominated perceptions. Today, people seek prevention, quality of life and delayed effects of ageing. Demographics, WHO priorities and the expanding wellness economy support this transformation. Hospitals, rehabilitation centres, thermal facilities, digital platforms, AI and preventive services will work together. Health tourism’s future rests on this holistic approach. Türkiye’s Quiet Strength: Geothermal Wealth Türkiye ranks among the world’s leading countries and has Europe’s richest geothermal resource potential. Natural hot springs offer opportunities for rehabilitation, chronic disease management, sports medicine, elderly health and prevention. Afyonkarahisar, Kütahya, Denizli, Yalova, Balıkesir, Bursa, Sivas and many other provinces can compete internationally. Infrastructure, professionals, experienced physicians, year-round climate and location add strength. At the intersection of three continents, Türkiye can differentiate globally. But are we turning that potential into international value? A New Approach to Geothermal Resources Quality accommodation, spas and pools matter, yet future visitors also expect assessment, risk identification, scientifically developed personalised programmes and digital follow-up at home. The value offered is healthier living, better ageing, stronger function and sustainable health management. A thermal health ecosystem can also support medical technology, digital health, biotechnology, university–industry cooperation, insurance, regional development and investment. The Ecosystem Model The thermal resource is the starting point. Value emerges through hospitals, universities, research centres, rehabilitation units, functional medicine, nutrition, psychological support, digital platforms, AI decision support and wearable technologies. Competition will increasingly be between ecosystems. AI and Digital Health In the proposed future model, AI-supported systems analyse genetic predisposition, metabolism, chronic disease risks, movement, nutrition and sleep. Physicians, physiotherapists, dietitians, psychologists and exercise specialists prepare personalised plans on a shared platform. Remote follow-up continues after return home. International Lessons German thermal facilities integrate with rehabilitation and insurance. Japan’s onsen culture forms part of healthy living. Hungary has developed an international thermal brand, while South Korea is beginning to connect digital technology and thermal applications. These examples suggest that scientific and institutional systems matter alongside resources. Centres can conduct research, partner with universities, integrate insurance and measure outcomes. Türkiye should develop its own model from its natural resources, infrastructure and culture. A Scenario for 2035 With sound planning, Afyon could become a European rehabilitation hub; Denizli a longevity and healthy ageing centre; Yalova a university-supported research base; Kütahya a sports rehabilitation centre; Balıkesir a chronic disease rehabilitation hub; and Sivas Kangal a thermal destination for people with psoriasis. AI assessment, digital follow-up, research centres, biotechnology ventures, university partnerships and insurance arrangements could support these clusters. This is a proposed future scenario. A Road Map for Türkiye Develop a national thermal health strategy. Align health and tourism policies. Engage universities and research centres. Expand publications and clinical studies. Strengthen international accreditation. Extend digital health and AI applications. Build insurance partnerships. Standardise healthy ageing programmes. Create regional clusters. Develop a strong global thermal health brand. These measures can support technology, science, investment and professional development. The question is whether we can combine this heritage with science and human-centred care to create an exemplary ecosystem. Türkiye’s real wealth includes the capacity to unite resources with infrastructure, people, knowledge and innovation. The opportunity extends to international cooperation, high-value services, scientific development and competitiveness. The objective should be an ecosystem identified with trust, quality and science in prevention, rehabilitation and healthy ageing. Success should include the value facilities add to health, research and reputation. Geothermal resources can become a strategic component of future healthcare. Future competition will favour those turning resources into the greatest value. It will be competition between health ecosystems. Behlül Ünver President, World Health Tourism Platform The views in this article offer strategic assessments of Türkiye’s health tourism and international healthcare policies, aiming to contribute new perspectives and a shared future vision.

Accessibility is a new field of competition in health tourism. We often ask which treatments, markets, prices and promotional strategies will help us grow. A more fundamental question is whether everyone can genuinely access our services. According to WHO, approximately 1.3 billion people, one in six worldwide, experience significant disability. Ageing, chronic disease and longer lives suggest increasing needs. Accessible services also support older people, temporary mobility restrictions, postoperative needs, visual or hearing loss and companions. Accessible health tourism makes the whole journey safe, independent and respectful of human dignity. An Accessible Healthcare Ecosystem Accessibility is a fundamental quality criterion throughout health and tourism. Disability often reflects a mismatch between people and their environment. Someone independent at home can become dependent abroad because a transfer vehicle, room, hospital entrance or device is inaccessible. Systems must respond to different needs. International patients face unfamiliar language, transport, health and safety concerns simultaneously. Reducing uncertainty creates trust. Accessibility Begins Before the Hospital The journey starts with online searches, enquiries and information documents. Can a screen reader use the website? Are captions or sign language available in video consultations? Are documents clear and accessible? Do patients know their transfer arrangements? Are rooms, examinations, imaging, toilets and rehabilitation accessible? Is emergency communication possible? Digital information, travel, transfers, accommodation, hospitals, treatment, rehabilitation and follow-up form one chain. One inaccessible link can undermine the experience. Ramps Are Not Enough Ramps, lifts and wide doors are necessary. Communication, digital access and institutional readiness also matter. Sign language, visual and audio guidance, accessible consent, easy-read information, compatible platforms and adapted remote services should be standard components. The objective is independent decisions, privacy and movement with as little unnecessary reliance on assistance as possible. Good intentions alone are insufficient. Healthcare staff, advisers, transfer teams and hotel employees need training in communication with different disability groups. An Important Opportunity for Türkiye Hospitals, workforce, rehabilitation experience, thermal resources, physiotherapy and tourism diversity provide strengths. Separate accessible facilities do not automatically create an ecosystem. Airports, transport, hotels, city mobility, rehabilitation and digital follow-up need shared standards. Bringing these together could make Türkiye a leader in managing complete journeys. UN Tourism recognises accessibility as an area of transformation and competitiveness. It benefits families with children, older people, temporary health conditions and companions as well as people with disabilities. Investment improves safety and comfort for everyone. Build Accessible Health Corridors Türkiye should establish continuous models for particular countries and needs, from airport arrival to remote follow-up. Hospitals, rehabilitation, thermal facilities, hotels, transfer companies, assistive-device providers and representatives should share a quality system. Multilingual accessible communication and one coordination point should support patients and companions throughout. ISO 21902 provides an international tourism accessibility framework. Türkiye can combine it with clinical quality and safety standards. The objective should include measuring real experience. Design Together with People with Disabilities Users and representative organisations should be design partners. Their experience best reveals which physical arrangements, digital applications and communication methods work. Projects may appear compliant yet create barriers if that experience is ignored. Participation also strengthens ethics, enabling independent, safe and informed decisions. New Measures of Success Alongside patient numbers and revenue, measure genuinely accessible institutions, trained staff, digital access, continuous transfers and accommodation, patient and companion satisfaction, complaint resolution and follow-up. Accessibility claims on websites and promotional materials should receive independent scrutiny. Unexpected barriers can damage institutional and national trust. Health Tourism for Everyone A global brand anticipates diverse needs, protects dignity and includes everyone in the service chain. Accessible health tourism combines human rights, quality, diplomacy and economic opportunity. True quality is measured by how safely and independently the person needing the most support can make the journey. Behlül Ünver President, World Health Tourism Platform

With studies projecting a global health tourism market of USD 400–500 billion within ten years, countries increasingly approach competition through national strategy. Türkiye serves approximately 1.5 million international healthcare visitors and generates more than USD 3 billion annually, yet its potential suggests substantially greater capacity. A Multi-Ministerial Strategic Management Model Global competition requires more than good hospitals. Countries are bringing health systems, tourism, trade, diplomacy, academic strength and financial incentives under one strategy. Health tourism affects the economy, service exports, investment, brands and cultural influence. Türkiye’s next advance requires a coordinated national strategy involving the whole state. Public Healthcare and Private Health Tourism Türkiye has over 1,500 healthcare institutions, approximately 270,000 beds, modern city hospitals, advanced technology and qualified professionals. Approximately 80 per cent of domestic care is publicly provided, with private providers accounting for about 20 per cent. In international health tourism, the article describes roughly 95 per cent as privately delivered and around 5 per cent as public activity, largely including healthcare for tourists. This illustrates the importance of international marketing, brands, digital visibility, experience, operations and partnerships alongside clinical care. During our period in office, we worked to increase public hospitals’ participation, particularly city hospitals. We strengthened international patient centres, language capacity, digital visibility and operations, launching pilots particularly in Istanbul and Antalya. I believe public hospitals should play a more active role. Support Intermediaries and Private Providers Patient access, marketing, operations, transfers, accommodation, cultural communication and experience require many stakeholders. Quality, ethics and effective oversight are essential. Properly regulated and supported intermediaries enhance competitiveness. Support should reach private providers of every size. Dynamic teams with sound market knowledge can sometimes achieve faster growth and stronger results than large institutions. Ministry of Health It is the principal authority for quality, accreditation, oversight, safety and clinical standards, but the sector’s scale requires wider participation. Ministry of Trade As a service export, health tourism depends on brand support, export incentives, overseas promotion and market access. Ministry of Culture and Tourism and the Tourism Promotion Agency Patients also seek safe destinations, quality living experiences, wellness, longevity, thermal services, rehabilitation and culture. Health and tourism strategies belong together. During our time in office, we also had the opportunity to develop bilateral protocols with the Ministry of Health concerning these processes. The promotion agency’s role in visibility and national branding is particularly important. Patients first trust the country, then choose a provider. Central, strong promotion is therefore strategic. Turkcell’s use of hair transplantation themes in 5G promotion illustrates health tourism’s place in technology and national branding. Ministry of Foreign Affairs Visas, international agreements, health diplomacy, insurance systems, national promotion and intergovernmental healthcare cooperation connect directly with foreign policy. Africa, Central Asia, the Gulf and the Balkans offer important diplomatic opportunities. Ministry of Interior Patient mobility, safety, registration, prevention of unauthorised intermediation, city security and organisational infrastructure involve important responsibilities. YÖK and Universities Education, research, scientific production, academic partnerships, physician exchanges, congresses and symposia shape the future. Universities need more active roles in building a global healthcare brand. Ministry of Treasury and Finance Tax incentives, international investment models, healthcare free zones, financing, foreign investment policies and sustainable growth are critical. Why Türkiye Needs Coordination Dubai, South Korea, Thailand, Singapore and India integrate healthcare with economic, tourism, technology, education and foreign policy. Türkiye also needs coordination. Trust, visibility and branding increasingly determine competition. Health tourism contributes to development, exports, international visibility and soft power. The state, universities, private providers, civil society and international partners jointly form its ecosystem. With coordinated use of infrastructure, workforce and geography, Türkiye could rank among the world’s top three countries in the field. The goal should be a global brand exporting knowledge, technology, education and trust alongside services. We need an ecosystem creating high added value, international brands and scientific and technological strength, uniting public and private providers through multi-ministerial coordination. National strategic vision will shape the future. Will Türkiye manage health tourism as an operational activity, or develop it into a strategic national strength? Behlül Ünver President, World Health Tourism Platform (DSTP)

Ageing is a natural part of life. Cooperation between healthcare and tourism can make that period healthier and more fulfilling. International partnerships in senior tourism and geriatrics improve quality of life while opening new opportunities for health tourism. Why International Cooperation Matters Partnerships bring together health systems, expertise and resources to develop shared solutions. As older populations grow, they can: Share advanced treatments. Support professional training. Strengthen tourism infrastructure. Develop specialised services for older people. Türkiye can improve quality and competitiveness through such partnerships. Behlül Ünver’s vision of an ecosystem connecting health, tourism, technology and investment plays an important role. What Is Senior Tourism? It encompasses travel meeting retired people’s health, rest and social needs, including checks, rehabilitation, thermal care and activities. These services support physical and mental health, reduce social isolation and improve quality of life. Senior tourism is a growing part of the wider market. What Is Geriatric Tourism? Geriatric tourism addresses older adults’ specific health needs, including chronic disease monitoring, rehabilitation and age-related conditions, alongside prevention. Health and tourism professionals jointly develop programmes such as: Regular checks and screening packages. Physiotherapy and rehabilitation. Nutrition and exercise. Psychological support and social activities. Türkiye’s thermal resources and developed healthcare infrastructure make it an attractive destination. Türkiye’s Potential Geography, infrastructure and tourism diversity offer opportunities. Thermal centres and modern facilities can attract older visitors. International projects developed under Behlül Ünver’s leadership aim to represent this potential globally through: Investment opportunities. Stronger professional knowledge and experience. Specialised tourism packages. Technology and innovation. Türkiye can thereby strengthen its position in elderly care and geriatric services alongside health tourism. Recommendations for Implementation Provide reliable, high-quality care aligned with international standards and older people’s needs. Build multidisciplinary teams including physicians, nurses, physiotherapists and psychologists. Personalise packages according to health, interests and expectations. Integrate telemedicine, digital monitoring and AI-supported solutions. Plan cultural and social activities that strengthen relationships. Expand international knowledge and experience exchange. These steps support quality and visitor satisfaction. Future Opportunities Senior tourism and geriatrics are rapidly developing. International cooperation can help Türkiye realise its potential. Institutions, investors and professionals can work together to improve older people’s lives. Technology and innovation can reinforce Türkiye’s global role. Investment and cooperation offer economic and social gains. Integration between health and tourism supports healthy, fulfilling lives and will shape the future. We are ready to fulfil our responsibilities in this journey.

A quiet but important transformation is taking place in health tourism. While high-volume areas such as hair transplantation are slowing, TÜİK’s first-quarter 2026 figures show an 18.4 per cent increase in health expenditure. For years, the sector relied on low costs, high volumes and rapid operations. Trust, branding, patient experience and sustainable quality are now becoming more decisive. Tourism revenue rose 4.2 per cent, spending per person 2.4 per cent and health expenditure 18.4 per cent. My assessment is that health tourism increasingly requires strategy. Price-led growth is weakening while value-led growth gains strength. Behlül ÜNVER – President, World Health Tourism Platform #HealthTourism #GlobalHealth #Türkiye What the first-quarter figures show Recent field observations suggest a slowdown in patient numbers in high-volume areas, particularly hair transplantation. Yet revenue and the broader patient profile show growth. According to the figures discussed here, tourism revenue reached USD 9.89 billion, up 4.2 per cent. Visitor numbers reached 9.25 million, up 1.5 per cent. Spending per person rose 2.4 per cent to USD 1,047, while health expenditure increased 18.4 per cent. This apparently contradictory picture indicates growth through quality rather than volume alone. The longstanding low-cost, high-volume model is reaching its limits. What has changed? Global competition has intensified, alternative countries have entered aggressively, patients are more informed and selective, and digital trust and reputation matter more. Patients purchase a reliable system alongside a procedure. A decline in highly price-sensitive areas alongside growth in complex, higher-value services is therefore meaningful. The sector is evolving. Patient numbers alone do not establish success. Reaching the right segments, building a brand and sustaining trust and quality are essential. The figures support the approach we have long advocated. Who will succeed? My observation is that those building systems, international brands, complete patient experiences and sound new-market strategies will succeed. Africa, Central Asia and the Turkic republics stand out as strategic growth areas. If the sector remains focused solely on price, volume and short-term gains, Türkiye could lose its advantage. With the right strategy, it can become a global healthcare hub. This transformation offers a major opportunity to those who understand it. 9 May 2026 Behlül ÜNVER President, World Health Tourism Platform