Healthy future seen for medical tourism

From sun, sand and sea to surgery, stitches and syringes, Malta will soon be advertised as a medical tourism destination as discussions with stakeholders come to a close.

Speaking recently on the subject, Tourism Parliamentary Secretary Mario de Marco outlined the strategy being discussed, which will primarily focus on marketing.

Most of the measures listed involve rigorous advertising, including media campaigns, extensive public relations exercises, the publication of informative material and an online presence.

The strategy involves identifying potential markets, kicking off with the UK and proceeding to the rest of Europe and Africa, and reaching agreements with foreign health authorities.

However, Dr de Marco warned that it was important to understand that medical tourism revolved around the health and well-being of an individual.

"Here, more than in any other segment, it is important to underscore the fact that the successful outcome of a marketing plan is very heavily dependent on the quality of the product or service being marketed. When it comes to the health of a medical tourist, there is absolutely no leeway for bad experiences.

"While a well-oiled operation will deliver satisfied clients, good feedback and increased business, negative marketing arising from bad experiences can be very detrimental, particularly in an area as delicate as healthcare," he continued.

Medical tourism is a rapidly growing market, whose main advantage is that it is not tied to any seasons and its return allows more investment to upgrade medical facilities and services.

International studies have found that the global market of medical tourism compromises more than 21 million trips worth a staggering €17 billion. As a result, many countries have experienced double digit growth in the industry, which is forecast to grow to 40 million trips or four per cent of overall tourism in the coming years.