Comparison of Türki̇ye's Medical Tourism Market With Existing and Potential Competitor Countries

Abstract

Health is one of the oldest and strongest travel motivations since the day humanity existed on Earth. In the last hundred years, in which tourism has become an essential requirement of modern man, health tourism has been in increasing demand every year. Medical tourism, a necessary type of health tourism, has a high expenditure per tourist and provides significant foreign currency inflows to the national economy. Türkiye, the fourth most visited country in the world in international tourism in 2021 and 2022, cannot show the same success in medical tourism. This study aims to compare the current state of medical tourism in Türkiye with that of competitor countries. Conclusions and recommendations based on the findings to be obtained within the scope of this purpose will be put forward. The comparison will encompass variables such as the caliber of healthcare services, cost-effectiveness, ease of access, and overall patient contentment. In addition, the study will examine the marketing techniques utilized by each country to attract medical tourists and pinpoint areas where Türkiye may enhance its competitive edge.