Where Tourism Meets Treatment: Unpacking Turkiye’s Medical Tourism Industry
Turkiye’s Economy and Current State at a Glance
Inflation and Interest Rates
Over the past six years, Turkiye has been grappling with high inflation and interest rates. According to the Turkish Statistical Institute, the declared inflation rates reached as high as 85.5% in 2022 and are currently 47.1% as of November 2024. However, some citizens believe that these figures do not reflect the true rate of inflation and that it is much higher.
The Better Life Index
On the Organization for Economic Cooperation and Development (OECD) Better Life Index, Turkiye is ranked across various criteria, including housing, income, jobs, education, and environment, performing poorly in nearly all categories. For reference, the graphs below show where Turkiye stands in each category in comparison to the rest of the world.
Minimum Wage and Purchasing Power
The depreciation of the Turkish currency, the Turkish Lira (TL), has exacerbated these issues, significantly impacting the purchasing power of households. According to the Turkish Government, to cover all essential expenses, including food, housing, transportation, and other necessities, the total income required for a single household, known as the poverty line, was 64,595 TL in September of 2024. The current minimum wage in Turkiye was 17,002.12 TL per month in 2024 – almost 3.8 times lower than the poverty line.
Overview of Medical Tourism and Healthcare
In recent years, Turkiye has become a global leader in healthcare services. As mentioned previously, this achievement of Turkiye is especially remarkable due to its economic struggles. Turkiye attracts millions of patients annually for various procedures ranging from cosmetic surgeries like rhinoplasties to complex medical treatments such as hair transplants. Turkiye’s medical tourism boom has been driven by social media, with viral posts and celebrity endorsements demonstrating its affordable, high-quality healthcare, drawing global attention.
While many sectors have been experiencing a downfall due to Turkiye’s economic struggles, healthcare has been on the rise. Turkiye’s Medical Tourism Market was valued at USD 1.89 billion in 2023 and is expected to project steady growth in the forecast period with a compound annual growth rate (CAGR) of 10.51% through 2029. But how is Turkiye a global leader in medical tourism under these circumstances? What unique strategies have allowed Turkiye to reach this position?
In an exclusive Queen’s Business Review interview, Dr. Erdal Gul, who is “a 61-year-old ear, nose, and throat specialist, born in Izmir, who is still actively practicing medicine and surgery,” stated that “The main reason for this is that the number of physicians and the quality of education are better compared to other European countries. Additionally, factors such as dedication and selfless work are prominent.”
Impact of Social Media
Social media has played a transformative role in Turkiye’s medical tourism industry. Dr. Gul, whose patients are 8-10% foreigners, supported the argument by saying, “Social media plays a significant role in the healthcare sector, as it does in other industries. It has been very effective in reaching different audiences. I have seen its benefits myself. However, there is substantial misinformation on social media. Patients and those seeking healthcare services must discern the truth from falsehoods.”
For instance, in July 2022, beauty and health influencer Bryn Elise posted a video of her personal experience receiving medical care at the Memorial Hospital in Istanbul, gaining over 17.5 million views and over 2 million likes. She documented her day where she received over 30 scans, tests, and cancer markers including an EKG, chest X-ray, abdominal and thyroid ultrasounds, a bone density scan, and many more. The price for all of these procedures was $810. “Without insurance, the cost of an EKG alone in the US can vary from $100 to $5,000.” The initial video gained significant attention, motivating viewers as well as influencers to travel to Turkiye for similar medical treatments. Recently, TikTok influencers Andrea and Lewis, with a following of over 7.1 million, visited Turkiye to undergo similar procedures such as scalp analysis, skin analysis, and medical checkups. Their various posts highlighted a cost savings of $5,000 compared to equivalent treatments in the US. While various influencers continue to share their experiences in Turkiye, a significant turning point came when billionaire Kim Kardashian posted a video about undergoing similar treatments in the United States, describing them as “life-saving.” Her posts sparked interest, with many people considering Turkiye as a more affordable alternative for these procedures. The increased attention further positioned Turkiye as a go-to destination for medical care at a fraction of the cost.
The Role of Geography
Health tourism in Turkiye is gaining popularity due to more than just its affordability. Several factors distinguish Turkiye in healthcare services from other destinations, including geographical location. This makes Turkiye an affordable and accessible destination for patients worldwide. As mentioned, the depreciation of the Turkish Lira has significantly increased affordability for international visitors, particularly those paying in currencies more valuable than the Turkish Lira, such as USD, Euros, or the GBP. Currently, With 1 USD equivalent to 36.29 Turkish Liras, international visitors paying in USD, as well as other strong currencies, benefit from a significant cost advantage. Additionally, many patients choose Turkiye over other destinations due to its history and natural beauty. Evidently, Turkiye’s geographical location plays a large role in why it is a top-pick destination. Turkiye is an intercontinental country, with Istanbul being the only city in the world that connects two continents; it is accessible to millions of patients worldwide. Many patients from Germany, the UK, Iraq, Azerbaijan, and the Netherlands are able to visit Turkiye due to its proximity. In contrast, patients from North America and Australia, as well as the rest of the world, are willing to make a trip to save anywhere from 40% to 90% on their medical expenses.
Infrastructures Within Healthcare in Turkiye
One selling point for many international tourists is Turkiye’s world-class facilities and skilled and specialized workforce. Currently, Turkiye holds 895 public hospitals, 63 university hospitals, and 575 private hospitals, totaling 237,500 hospital beds. Through a public-private partnership model, thirteen new public hospitals have been built, with five more under construction, collectively accounting for around 10% of Turkiye’s total hospital bed capacity.
Dr Gul shared that “the healthcare system has undergone significant changes in recent years, shifting from public sector dominance to a private sector-oriented structure. More than 20% of hospital beds are currently managed and controlled by private hospitals, and nearly 30% of physicians work in private hospitals.” This model allows patients who have money to access healthcare quite easily. In contrast, Dr. Gul also mentioned, “Although this might seem to facilitate access to healthcare, it is leaning toward a system where [Turkish citizens] without money cannot access adequate healthcare services. I do not see this as a positive development.”
Today, as the healthcare system is becoming more privatized, almost every major advanced medical technology is available in a Turkish hospital. According to the Ministry of Health, in 2019 over 660,000 international patients visited Turkiye, contributing nearly $1 billion to the economy. Although this number decreased during COVID-19, the industry was able to rebound in 2021. Turkiye has integrated advanced health IT solutions into its healthcare system, including centralized Electronic Health Records (EHR) managed by the Ministry of Health (MoH). This system enables e-prescriptions, streamlines pharmacy reimbursements, and utilizes data analytics to forecast health trends and analyze illness patterns. Additionally, the MoH has introduced initiatives to enhance telemedicine, reduce diagnostic errors, and evaluate public hospital performance. Turkiye’s medical device and disposables market consists of over 6,000 actively operating companies that primarily manufacture disposables, orthopedic implants, surgical tools, stents, and prosthetics.
In an interview with Daily Sabah, Dr. Onur Ogan stated, “Doctors from around the world come to observe our surgeries due to the techniques we use and our advanced surgical experience. Many Turkish doctors have contributed innovations to the global medical literature. In short, the world trusts and now recognizes Turkish doctors,” while he also highlighted the rigorous education and learning process Turkish doctors go through in their medical careers. He stated, “Doctors have ample opportunities for practical experience. Health care personnel also receive knowledge that surpasses global standards.”
Skilled and Specialized Workforce
In addition to medical check-ups and other health procedures, Turkiye has especially become popular globally in the field of aesthetics. Some procedures with high demand include rhinoplasties, hair transplants, and dental work, which attract over 1.8 million patients annually, along with other medical treatments. Why are so many Turkish doctors specialized in these areas? The answer is simple: this success is largely attributed to Turkiye’s plastic surgeons offering more affordable surgical prices, which in turn, means they have greater surgical experience, along with the country’s high standards of professional training and advanced hospital infrastructure. When Dr. Gul, who also performs plastic surgery, was asked, “How does Turkey maintain such competitive pricing for medical services without compromising on quality?” he answered by saying, “Unfortunately, this is largely due to the relatively low cost of labor for physicians and healthcare workers in the country. Additionally, affordable hospitality and service sectors contribute to this low-cost structure without sacrificing quality.”
Turkish Hospitality with Tourist Packages
Health tourism agencies and clinics leverage a key strategic advantage by offering VIP or specialized packages tailored for tourists. These packages not only ensure a high-quality healthcare experience but also make the patient’s stay enjoyable and engaging. For instance, Istanbul Med Assist offers a “VIP Checkup & Istanbul Tour Package (8 Days)” priced at €2,750. This package includes airport and hotel transportation, a VIP health check-up, and a city tour featuring important landmarks in Istanbul. Another example of a tourist package is offered by Dr. Tezler’s Exclusive Clinic where they offer an “All-Inclusive Package - Premium Care Hair Transplant.” This package includes a hair transplant, transportation, 5-star accommodations, and food. It also provides multilingual support and advanced post-transplant care, ensuring that every aspect of the process is thoughtfully addressed. Overall, health tourism agencies are able to attract international patients by combining high-quality healthcare while highlighting the famous “Turkish hospitality.”
Century Of Tourism
In March 2024, the Culture and Tourism Ministry of Turkiye announced the “Century of Tourism” project with the aim of increasing tourism within the country. The ministry is specifically focusing on attracting wealthy tourists into the country who are eager to spend money in Turkiye. In partnership with the Culture and Tourism Ministry, the Association of Turkish Travel Agencies’ plan involves focusing on one region every four months, working with 15,000 travel agencies and 37 regional representatives to ensure each region receives its fair share of tourism. Their main goal “is to carry tourism to the months outside the sea-sand-sun season as much as possible.”
The “Century of Tourism” project could have a significant impact on medical tourism as the main goal is drawing in wealthy visitors. Usually, individuals with high incomes seek high-quality medical care. The project’s aim of drawing wealthy tourists aligns perfectly with the demands of medical tourism. With the growth of medical tourism on the rise, the addition of this project points to further growth of the medical tourism industry.
Dr Gul also highlighted the government’s role in further supporting this growth, stating, “The Turkish government has supported the growth of the medical tourism sector. This began with the transition of healthcare services to the private sector. Later, advantages such as tax exemptions and physician staffing exemptions were introduced, promoting the prominence of private hospitals in medical tourism.”
Risks
While affordable prices and an all-inclusive hotel for a hair transplant or a nose job sounds great, there are risks that come with it. Patients must be extremely careful when doing their research on the medical care they are hoping to seek as there are so-called “doctors” taking advantage of Turkiye’s position of being a global leader and putting patients at risk with their black-market clinics. In an interview with CBS, Dr. Ozlem Bicer, who is a member of the International Society of Hair Restoration Surgery (ISHRS), advises patients to avoid unlicensed clinics in Turkiye. While a growing number of physicians are providing specialized training to technicians in the follicular unit extraction (FUE) hair transplantation technique, patients should be aware that these are not doctors and should not be performing any procedures.
According to the BBC, “in the past five years, 28 British people have died in Turkiye after travelling there for elective medical procedures.” While some have been victims of black market clinics, some have been victims of legitimate hospitals. It is incredibly important to do extensive research and receive medical care in reliable and rooted hospitals.
When asked about these risks, Dr. Gul highlighted that “[he is] aware that some countries warn their citizens about healthcare services in Turkey due to incidents involving complications or fatalities. This must be considered alongside the notion that not everything on social media should be believed. Both the affordability and quality of services must be carefully evaluated. The concerns of foreign regulators are valid. However, no surgical procedure is risk-free, and similar risks exist in their home countries. [he does] not believe the complication rate in Turkey is higher than in other countries.” Yet he strongly believes, “procedures performed in unauthorized clinics must be controlled, and such facilities should be addressed through strict regulations. Health authorities must take this issue seriously and implement deterrent penalties. Unfortunately, some political connections can prevent such facilities from being penalized.”
Conclusion
Turkiye’s success in medical tourism is built on a simple but effective strategy. By combining affordable, high-quality healthcare with its strategic location and world-class facilities, Turkiye has positioned itself as a global leader. Social media marketing, special packages, and a focus on innovation have increased its reputation. Despite economic challenges, Turkiye’s strategic approach highlights how smart strategy can drive success in a competitive industry. Turkiye’s medical tourism is set to grow as the country improves its healthcare system, offers new treatments, builds its global reputation, and meets evolving patient needs.
In Dr. Gul’s final thoughts he stated, “the most important advice [he] can give to foreign patients considering treatment in Turkey is to conduct thorough research and not rely solely on advertisements.”