Publication

Medical and Wellness Tourism : Lessons from Asia (en)

With health tourism on the rise, this study draws upon four Asian countries - India, Malaysia, Thailand and the Philippines – to offer insight into how developing countries can attract a greater share in this industry.

The study is relevant for all countries exploring market opportunities in medical and wellness tourism, with a global industry overview, country case studies and a summary of ITC assistance for market entry. It is the outcome of a study for Sri Lanka, which aims to quadruple its “high-spending tourists” over six years, in part by building on its deep knowledge of ayurveda, as well as competitively-priced “Western” medical treatments.