Elitour presents a three-year strategic action plan worth €12,8 million to promote Greece as an international “Healing Destination”.
The Greek Health Tourism Council – ELITOUR announces the completion of a pioneering study that has been carried out to date for the Health and Wellness Tourism in Greece, which was subsidized by the European Bank for Reconstruction and Development (EBRD) with the advisory and expert supervision of Revival Consulting Services SA.
The study provides for the first time a fully costed, three-year roadmap, with specific actions totaling more than € 12,8 million, aiming to make Greece a leading international destination in the rapidly growing sector of health and wellness tourism.
The global wellness tourism market was valued at $651 billion in 2022 and is expected to explode in $1,4 trillion by 2027.
Despite its unique natural and cultural advantages, Greece currently maintains a small share of approximately 5% of the European market, which highlights the country's enormous untapped potential.
The President of ISA and Elitour Dr. George Patoulis stated that "This study is landmark for Greek Health and Wellness Tourism. Thanks to the valuable support of the European Bank for Reconstruction and Development (EBRD), we now have in our hands a practical, costed three-year plan which clearly shows the way to claim the place Greece deserves worldwide.
Under the guidance of the Greek Health Tourism Council – Elitour, we will work systematically to turn the vision into a development reality for our country."
The research, which was based on extensive questionnaires to health providers, hotels and tourist agencies, recorded an impressive convergence of opinions.
The main reasons why visitors choose Greece are: high quality health services, ο combination of vacation and treatment and competitive prices.
Accordingly, the main challenges are identified in lack of national strategy, in regulatory barriers and to need to strengthen digital skills – issues that the proposed action plan aims to address in a targeted manner.
The four strategic pillars of the Action Plan of this study focus on the development of a National Strategy and Branding
Creating a strong identity with a suggested slogan "Greece – Your Healing Destination" and establishing a national framework for the certification of health and wellness services.
Also, in Targeted Marketing and Promotion through
Digital campaigns, participation in international exhibitions and organization International Health Tourism Conference in Greece to attract investors and strategic partnerships.
Still, in Attracting Investments and Supporting SMEs
Creating a favorable investment environment, with financial tools and incentives for small and medium-sized enterprises in the sector and finally in Stakeholder engagement and collaborations
for the recommendation National Health & Wellness Tourism Council for the coordination of all involved public and private sector entities.
The results of the survey will be presented in detail at a press conference scheduled for December.
From the Elitour Press Office
