TRUE DEFINITION
Driven by the increased integration of global
economies, tourism opportunities, ease of
travel, cultural understanding, availability
of quality affordable healthcare and implementation
of international standards of
services; the healthcare and tourism industries
have expanded their horizons to benefit from
a growing niche segment which is labelled
medical tourism.
The term itself is widely interchangeable with
global healthcare, medical travel, healthcare
travel and health tourism. However, each of
these terms can be used to define specific segments
of the global healthcare industry.
Medical tourism itself fills a valuable niche
that is desperately needed in countries with
bureaucratically flawed or unaffordable
healthcare. This industry looks set to expand
developed official or unofficial medical tourism
structures to promote their country, state or
city as the true destination of choice for such
a purpose.
To support this, there is a growing trend
of medical tourism facilitator businesses, or
groups which provide comprehensive support
services including travel, tourism, concierge,
travel insurance, medical assistance and relevant
medical and non-medical support services
to the patient.
CHALLENGING TIMES
Factors which are proving to be the industry’s
major challenges have been identified in a
recent research study which was conducted by
myself, where I found out that 94 per cent of
industry experts agreed that medical tourism is
yet to truly reach its full potential.
The research also observed that the confusion,
or a lack of information and fear
about complications following surgery, is the
main reason for patient reluctance to cross
international borders for health services.
The top four challenges to the medical
tourism industry were identified as being;
‘accessing reliable information’ at 59 per
cent; ‘too many newcomers jumping on the
medical tourism bandwagon who do not have
sufficient experience or understanding of
the industry’ at 54 per cent; ‘lack of pre- and
post-operative care arrangements’ at 52 per
cent; and ‘complicated intra-country laws and
legal procedures’ at 49 per cent.
REGIONAL SHARE
Catering to the industry with ease, the Middle
East has a unique dual position in the medical
and wellness tourism industries. On one
hand, the region’s well-developed healthcare
providers are preparing to capture the international
market while on the other hand,
international healthcare organisations are
tapping into the GCC’s affluent society in
search of highly sophisticated and advanced
healthcare services unavailable within the
region itself.
The growth of medical tourism, especially in
Jordan, Lebanon, the UAE and Saudi Arabia has
provided an opportunity for the Middle East,
which so far has made few inroads in the sector.
For many years already, a top priority for
medical providers around the world has been to
attract medical tourists from the Middle East,
however, now the trend is gradually reversing
as the Middle East is seeking to attract medical
tourists where the cost of healthcare and delays
in getting treatment have risen sharply.
The outbound medical tourism industry is
so far limited to the GCC countries while Jordan
leads with regards to inbound tourism
activities, and Lebanon has developed a niche
segment within the cosmetic surgery field.
The greatest challenge for the Middle
East is to improve the perception of the
destinations which is currently surrounding it,
as traditionally not all Middle Eastern countries
are known for their world-class quality
healthcare facilities which can cater with ease
to international patients. Moreover, recent political
and social changes within the region have
brought with them new challenges for the Middle
Eastern countries to face within the medical
tourism industry.
Many countries are continuing to target
the GCC market as, for instance, a recently
held event entitled, International Medical
Tourism Destination, organised by the FICCC
and supported by the Indian government is
setting up a platform in Kuwait to provide
quality healthcare services at affordable prices
for the regional population. Similarly, many
other industry relevant road shows are being
organised by regional governments, in an attempt
to further promote medical tourism to
tap into the affluent Middle Eastern patients.
On the other hand, GCC countries have
shown a tremendous interest in promoting
medical tourism but I believe that these
countries will have to go through a very
tough process to develop medical tourism as
the key challenge for them, in my opinion,
remains the lack of trust in their own healthcare
system.
Another recent survey revealed that around
70 per cent of the UAE population would
prefer to travel to a different country if they
encounter a serious illness, and the GCC
market is willing to travel, in fact they travel
abroad just for common health checkups.
The medical tourism market also has affordability
for many levels, and most importantly
regional governments can sponsor patients
with their medical costs in most cases.
In any case, should the GCC wish to
continuously develop the medical tourism
industry there is most definitely a great
need for co-ordinated efforts from the
GCC governments and the private sector to
reverse the trend, but until then international
healthcare providers will continue to
penetrate the market.
at an escalating pace over the next decade
as more and more people begin to trust the
quality, and see the advantages of having their
surgery performed in developing countries
that provide quality healthcare. At the same
time the patient also gets an opportunity to
directly or indirectly engage with the tourism
activities of the destination.
TRAVEL BENEFITS
Getting to any given destination for medical
tourism purposes obviously involves travelling,
which is an essential component, while tourism
is an optional component however, it has
been observed that either the patients themselves
or their companions also certainly enjoy
the tourism attractions of any respective
medical tourism destination.
Hence, more than 50 countries have
developed official or unofficial medical tourism
structures to promote their country, state or
city as the true destination of choice for such
a purpose.
To support this, there is a growing trend
of medical tourism facilitator businesses, or
groups which provide comprehensive support
services including travel, tourism, concierge,
travel insurance, medical assistance and relevant
medical and non-medical support services
to the patient.
CHALLENGING TIMES
Factors which are proving to be the industry’s
major challenges have been identified in a
recent research study which was conducted by
myself, where I found out that 94 per cent of
industry experts agreed that medical tourism is
yet to truly reach its full potential.
The research also observed that the confusion,
or a lack of information and fear
about complications following surgery, is the
main reason for patient reluctance to cross
international borders for health services.
The top four challenges to the medical
tourism industry were identified as being;
‘accessing reliable information’ at 59 per
cent; ‘too many newcomers jumping on the
medical tourism bandwagon who do not have
sufficient experience or understanding of
the industry’ at 54 per cent; ‘lack of pre- and
post-operative care arrangements’ at 52 per
cent; and ‘complicated intra-country laws and
legal procedures’ at 49 per cent.
REGIONAL SHARE
Catering to the industry with ease, the Middle
East has a unique dual position in the medical
and wellness tourism industries. On one
hand, the region’s well-developed healthcare
providers are preparing to capture the international
market while on the other hand,
international healthcare organisations are
tapping into the GCC’s affluent society in
search of highly sophisticated and advanced
healthcare services unavailable within the
region itself.
The growth of medical tourism, especially in
Jordan, Lebanon, the UAE and Saudi Arabia has
provided an opportunity for the Middle East,
which so far has made few inroads in the sector.
For many years already, a top priority for
medical providers around the world has been to
attract medical tourists from the Middle East,
however, now the trend is gradually reversing
as the Middle East is seeking to attract medical
tourists where the cost of healthcare and delays
in getting treatment have risen sharply.
The outbound medical tourism industry is
so far limited to the GCC countries while Jordan
leads with regards to inbound tourism
activities, and Lebanon has developed a niche
segment within the cosmetic surgery field.
The greatest challenge for the Middle
East is to improve the perception of the
destinations which is currently surrounding it,
as traditionally not all Middle Eastern countries
are known for their world-class quality
healthcare facilities which can cater with ease
to international patients. Moreover, recent political
and social changes within the region have
brought with them new challenges for the Middle
Eastern countries to face within the medical
tourism industry.
Many countries are continuing to target
the GCC market as, for instance, a recently
held event entitled, International Medical
Tourism Destination, organised by the FICCC
and supported by the Indian government is
setting up a platform in Kuwait to provide
quality healthcare services at affordable prices
for the regional population. Similarly, many
other industry relevant road shows are being
organised by regional governments, in an attempt
to further promote medical tourism to
tap into the affluent Middle Eastern patients.
On the other hand, GCC countries have
shown a tremendous interest in promoting
medical tourism but I believe that these
countries will have to go through a very
tough process to develop medical tourism as
the key challenge for them, in my opinion,
remains the lack of trust in their own healthcare
system.
Another recent survey revealed that around
70 per cent of the UAE population would
prefer to travel to a different country if they
encounter a serious illness, and the GCC
market is willing to travel, in fact they travel
abroad just for common health checkups.
The medical tourism market also has affordability
for many levels, and most importantly
regional governments can sponsor patients
with their medical costs in most cases.
In any case, should the GCC wish to
continuously develop the medical tourism
industry there is most definitely a great
need for co-ordinated efforts from the
GCC governments and the private sector to
reverse the trend, but until then international
healthcare providers will continue to penetrate the market.
