Emerging Trends and Digital Strategies in Medical Tourism: Enhancing Health and Wellness Tourism in the Modern Era

Aspasia Patroni, Grigoria Vogka, Constantinos Halkiopoulos () and Hera Antonopoulou
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Aspasia Patroni: University of Patras
Grigoria Vogka: University of Patras
Constantinos Halkiopoulos: University of Patras
Hera Antonopoulou: University of Patras

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 895-922 from Springer

Abstract: Abstract The present study explores the dynamic evolution and growing significance of medical tourism. Medical tourism, an industry that merges healthcare services with travel, encompasses various sectors, including medical, wellness, and thermal tourism. This research highlights the role of digital marketing and strategies such as targeted online advertising, content marketing, and social media campaigns in promoting health tourism destinations. The thrust of the COVID-19 pandemic has changed priorities regarding health safety and well-being among tourists in the health tourism industry. In this respect, post-pandemic tourists will seek integrated health and wellness experiences; thus, they increase demand for organized wellness centers and health resorts. This is a comparative study of countries that have excelled in both medical and wellness tourism and points out Greek potential due to good climate, natural resources, and advanced medical infrastructure. This research adopts the PRISMA methodology, based on extensive literature and database reviews, to analyze the trends and strategies involved in this sector. Results In fact, the inclusion of health and wellness services within the general tourism infrastructure can be a true driver for economic growth. Strategic recommendations by authors to stakeholders include an integrated regulatory framework for maximizing medical tourism services with a view to global competitiveness. An in-depth review of germinating trends and methodologies in the digital realm makes important considerations for maximizing medical tourism that improves health and wellness tourism in contemporary times.

Keywords: Medical tourism; Wellness tourism; Digital marketing; SEO; Health safety; Health resorts; Economic growth; Data analysis; Travel and healthcare; Global competitiveness (search for similar items in EconPapers)
JEL-codes: L86 M31 O32 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-78471-2_39

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DOI: 10.1007/978-3-031-78471-2_39

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