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.

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

The New Paradigm of Health Tourism – Part 6 The world is now talking about tourism for health, rather than tourism for illness. Perhaps the greatest change of the next decade will be people beginning to travel to stay healthy, rather than only to receive treatment. Türkiye’s role in this transformation will depend on the strategic decisions we make today. “The new paradigm is a shift from an illness-centred understanding of healthcare to a wellness-centred ecosystem encompassing a person’s entire life cycle.” Last week, we argued that competition in health tourism should be shaped by the value created rather than price, and concluded with these words: “Perhaps the time has come to measure success through the value we create, rather than patient numbers alone.” With this thought in mind, I would like to consider what the recently published Regulation on Wellness Services means for health tourism. At first glance, it may look like a technical regulatory change concerning the opening of new centres. In my view, however, it marks the beginning of a new paradigm in Türkiye’s health tourism. It is no longer sufficient to treat health tourism solely as medical tourism. Health tourism is being redefined around the world. For many years, health tourism mostly brought to mind hospitals, operations, dental treatment, hair transplantation and cosmetic surgery. These fields will certainly retain their importance. But the world is moving towards something much broader. People now travel not only when they are ill, but also to live more healthily, prevent illness, delay ageing, improve their quality of life and strengthen their mental as well as physical well-being. This is where the future of health tourism begins. Health tourism is no longer simply medical tourism. In my view, we must consider it from a much wider perspective. Medical tourism is an important part of it, but does not represent the whole. In this new era, health tourism is bringing the following together: Medical tourism, Thermal health tourism, Rehabilitation services, Wellness and spa practices, Longevity programmes for a healthy and long life, Preventive healthcare, Healthy nutrition and lifestyle coaching, Mental health and psychological support programmes, Sports medicine, Digital health solutions, Elderly care and active ageing services, Accessible health tourism, Traditional medicine and functional medicine. These are becoming a holistic structure within the same ecosystem. Health tourism increasingly means managing quality of life, alongside treating illness. A new perspective on thermal tourism. Türkiye is one of the countries with the richest thermal resources in the world. Yet for years we have often viewed thermal tourism through the lens of relaxation, holidays or accommodation. Beyond Anatolia’s thousands of years of bath culture, people have long sought healing in these waters. Despite their place in health, they have remained far removed from systematic assessment and organisation by appropriately qualified professionals. Türkiye has approximately 1,100 thermal springs and generates around USD 300 million in health tourism value from them, while neighbouring countries generate much greater value with far more limited resources. Italy, France, Bulgaria and Germany offer examples. Germany’s annual thermal tourism figure of USD 10 billion, in particular, helps explain the point I wish to make. Water has symbolised healing, cleansing, renewal and healthy living, as well as rest. Any list of our resources would be incomplete. Balıklı Çermik in Sivas Kangal, with its unique fish pools, Afyon and its surroundings, Havza, Reşadiye, Eastern Anatolia, green Bursa, Yalova and Sapanca are only examples of an extensive list. This subject deserves an article of its own. It is time to reinterpret this cultural heritage through a scientific approach to health. “We are not rediscovering thermal tourism; we are giving fresh meaning to our great heritage through a scientific perspective.” Not all thermal waters are the same. Every spring differs in mineral composition, temperature and effects on health. Thermal centres of the future will therefore need to specialise in particular disease groups, rehabilitation processes or preventive health programmes, rather than operating as interchangeable businesses. Only in this way can thermal tourism become a truly strong component of health tourism. Wellness and spa are no longer luxuries. In the past, spa services were often seen as comfort amenities offered by hotels. Today, the world has taken wellness much further. Quality sleep, stress management, breathing therapies, exercise programmes, nutritional counselling, mental well-being and mindfulness practices are all becoming important components of the health economy. The World Health Organization defines health as complete physical, mental and social well-being, rather than simply the absence of disease or infirmity. Limiting health tourism to operations therefore means interpreting health itself too narrowly. Wellness, longevity and preventive healthcare are natural complements to health tourism. People now travel to feel well as well as when they are ill. Longevity could become one of the largest markets of the future. The world’s population is ageing rapidly, but people want to age more healthily as well as live longer. This is where longevity comes in: preventive medicine, personalised health, genetic assessments, functional medicine, exercise, nutrition and the management of biological age. These will be among the fastest-growing fields in the future of health tourism. With its healthcare infrastructure, physicians, natural resources and strong tourism experience, Türkiye could become an important centre in this field. Accessible health tourism is a new area of opportunity. We should not think of health tourism as limited to people travelling for treatment. People with disabilities, older people and guests with additional needs are also important parts of this ecosystem. Accessible cities and hotels, rehabilitation centres, assistive technologies and personalised care services represent both social responsibility and important components of a growing global health economy. Countries able to create an inclusive model will gain an important competitive advantage. A new opportunity for Türkiye. Türkiye is more than a country with strong hospitals. In the past, it was known in health tourism primarily for successful treatments. In the future, it could build a national brand that also offers a culture of healthy living, supports wellness and improves quality of life. Perhaps “HealthTürkiye” will become an expression as powerful as “Made in Türkiye.” This transformation will change the tourism economy as well as health policy. Health tourism focused on quality of life offers an important opportunity to increase revenue per visitor, extend the season throughout the year, use Anatolia’s thermal and natural wealth more effectively and support local development. Few countries combine strong healthcare infrastructure, an established tourism sector, four-season climatic variety, rich thermal resources, a Mediterranean food culture and international experience. Türkiye is one of the rare countries able to bring all these advantages together. The central issue is managing them as a shared health ecosystem, rather than as separate sectors. Taken together, these advantages could make Türkiye one of the world’s important centres for holistic health and quality-of-life tourism, alongside medical tourism. How can this transformation happen? Health and tourism policies must be addressed through a shared vision. Thermal facilities need to become scientific health centres. International standards must be developed in wellness and longevity. Health professionals and the tourism sector need to work within the same ecosystem, with AI and digital health solutions integrated into it. In my view, this is precisely where the Regulation on Wellness Services can make its greatest contribution. If implemented correctly, it will broaden the scope of health tourism, create new investment areas and increase Türkiye’s added value in the sector. Perhaps it is time to ask ourselves: will people coming to Türkiye simply receive treatment and return home? Or will they learn how to live more healthily, renew their bodies and minds, improve their quality of life and take that experience home with them? Our answer will determine Türkiye’s new position in health tourism. To me, the future of health tourism is a journey from treatment to wellness, from illness to healthy living, and from procedure-focused services to an approach centred on quality of life. If Türkiye understands this transformation and manages it through a holistic strategy, it could become a leading country in the global health and quality-of-life ecosystem, as well as in health tourism. Perhaps the time has come to ask: does Türkiye want to be one of the world’s best treatment centres, or a global “country of wellness” where people learn to live healthier, longer and better lives? “In my view, future competition will be measured not only by how many patients countries treat, but also by how much they help people achieve healthier, better and more hopeful lives. Perhaps now is precisely the time to assess the true success of health tourism.”

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

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

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

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.

The New Paradigm of Health Tourism – Part 7 The new paradigm transforming health tourism worldwide is being shaped by the integration of technology into healthcare, alongside a wider range of services. Last week, we considered how health tourism extends beyond medical tourism and is becoming an ecosystem centred on quality of life, wellness and healthy ageing. New service areas alone will not bring about this transformation. The real change is taking place in how healthcare is delivered. The world is now discussing smarter, faster, safer and more personalised healthcare, as well as better treatments. Artificial intelligence lies at the centre of this transformation. How will artificial intelligence change health tourism? For many years, competition in health tourism largely revolved around hospital numbers, technology investment, physician quality and price. Success was assessed through incoming patient numbers and revenue. In the future, competition in health tourism will be between the digital healthcare ecosystems countries create, rather than hospitals alone. Digital experience will be an important element of competition in this new era. Before travelling to Türkiye, a patient will be able to receive a preliminary assessment through AI-supported systems, obtain recommendations for suitable hospitals and physicians, follow treatment in their own language and receive remote monitoring after returning home. Health tourism is becoming a comprehensive patient experience that begins and continues digitally, as well as a physical journey. People or artificial intelligence? The answer is clear. Artificial intelligence will not replace physicians; used correctly, it will become one of the most powerful tools supporting physicians and other health professionals. Healthcare is shaped by trust, empathy and human relationships, as well as data. Technology can accelerate processes, reduce risks and strengthen decision support. Yet it is still a person who reassures the patient, understands them and gives them hope. The future of health tourism will therefore rest on a model in which people and technology create value together. Artificial intelligence can shape the future of health tourism, but cannot create trust, empathy or the human touch on its own. AI may change the future of health tourism. Those who succeed will be the ones who empower people through technology. When a patient travels thousands of kilometres to another country, they purchase trust alongside treatment. AI can recommend the right hospital, analyse treatment options and accelerate processes. Yet a person still holds the patient’s hand, understands their anxiety and creates a sense of trust. Success in the future will belong to countries that offer advanced technology and a high level of human care together. A new field of competition in health tourism In the coming years, countries will compete through digital patient experience, AI-supported decision systems, remote healthcare, data security, personalised treatment plans and multilingual digital communication infrastructure, as well as hospitals. Patients are buying a safe, straightforward and seamless experience alongside treatment. In the past, countries competed through hospitals. Today, they compete through digital infrastructure. In the near future, competition will be between countries that integrate AI into healthcare most effectively. An important opportunity for Türkiye Türkiye has significant advantages through its strong hospitals, skilled workforce and experience in health tourism. If supported by AI, digital health applications and international data management, these strengths could make Türkiye a leading country globally as well as regionally. Success will belong to those who integrate technology most effectively with a human-centred approach to service. Türkiye has not arrived late to health tourism. In the AI era, it stands at the same starting line as many other countries. With the right strategy, it has an opportunity to become a leader in digital health tourism. Successful transformation, however, depends on protecting ethical principles and personal health data, and using AI with people at the centre. Perhaps it is time to measure success not only by how many patients arrive, but also by why they choose us, how much trust we build, the experience we offer and the sustainable value we create. In the future, quality will matter more than quantity. Last week, we described the new paradigm of health tourism as “a journey from treatment to wellness.” This week, we see that AI and digital transformation will be the principal drivers of that journey. But one fundamental truth must be remembered: AI can shape the future of health tourism, yet cannot create trust, empathy or the human touch alone. Perhaps the greatest competitive advantage will be the ability to bring AI together with trust, ethics and human-centred service.

Last week, we discussed sustainability in health tourism and concluded with these words: “The future of health tourism will be shaped not only by technology or investment, but by countries that can build trust.” Today, I would like us to consider why that trust is the most valuable capital in health tourism. Health tourism differs from other sectors. People may make a mistake when buying a car, be disappointed with a hotel, or exchange a product they do not like. But when health is involved, a decision often directly affects a human life. Its consequences also extend beyond the patient. Negative experiences can cause significant damage to a country’s international reputation and healthcare brand. For this reason, an international patient’s first priority when choosing a country for treatment is trust. Of course, price matters. Technology matters. The physician’s experience matters. Yet above all of these stands an invisible value: Trust. Our work across different regions over the years has shown me an important truth. Trust is not built in the same way in every country. Imagine opening a representative office or patient coordination office in the United States. Even if everyone working there is a professional from Türkiye, establishing trust at the outset will take time. The American healthcare system rests on strong institutions, local references, legal safeguards and brand perceptions built over many years. Being good is not enough; you must demonstrate that quality in a way the local community will accept. In contrast, the dynamics of trust are different in the Turkic states, the Middle East and much of Africa. Shared history, cultural affinity, human relationships, cooperation between states and personal references can significantly accelerate the process. Europe has a different structure again. Here, cultural affinity alone does not create trust. Accreditation, international quality certifications, scientific publications, digital visibility, patient experiences, legal frameworks and institutional transparency play decisive roles in decision-making. There is therefore no single model of trust in health tourism. Each region has its own sociological, cultural and economic dynamics. This is precisely why success depends not only on building good hospitals, but also on understanding the target market correctly. It is unrealistic to expect to succeed throughout the world by approaching every country in the same way. This is one reason some of our institutions struggle in international markets today. Marketing strategies are often shaped by our own habits rather than the expectations of the countries we seek to reach. Trust, however, is built by understanding the target country’s culture, analysing its expectations accurately and developing long-term relationships. Health tourism is no longer simply a sector that provides treatment. It is also an instrument of health diplomacy that builds bridges of trust between countries. When a country is trusted, patients are not the only ones who come. Investment follows. Academic cooperation develops. Scientific projects increase. Knowledge exchange between health professionals grows stronger. International brand value rises. That is why trust is health tourism’s most valuable capital. Unfortunately, this capital cannot be bought through advertising campaigns. It is built over years, yet can be lost very quickly through poor practice, inadequate communication or unethical behaviour. Trust resembles the relationship a father builds with his child. It takes years of effort, but one mistake can quickly damage what has accumulated over that time. Once trust is lost in health tourism, rebuilding it is extremely difficult. Türkiye has gained an important advantage through its strong healthcare infrastructure and skilled workforce. Our greatest goal now is to turn that advantage into lasting international trust. The winners in the future of health tourism will be countries where international patients can confidently say, “I trust this country,” rather than simply those with the largest hospitals. In our next article, we will consider how a health tourism brand is built through trust, quality and sustainability, as well as promotion. 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.

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