G. Patoulis: Investing in Medical Tourism means development for our country and Brain go into of scientists
During a press conference held at the Athens Medical Association, the results of the were officially announced most complete nationwide study on Health and Wellness Tourism in Greece, which was prepared in 2025 for the Greek Health Tourism Council (Elitour) and was subsidized by the European Bank for Reconstruction and Development (EBRD) with the scientific and advisory support of Revival Consulting Services SA, with the participation of dozens of businesses from all over the country.
The research captures in a documented manner the current image of the Greek market in medical tourism and wellness tourism, highlighting both the country's strong comparative advantages and the challenges that must be addressed in order for Greece to achieve a leading position internationally. The sample of the research was impressively large, as several health providers from all over Greece participated, as well as hotel units, wellness retreats and tourist agencies, businesses from Crete, Cyclades, Peloponnese, Attica and other tourism pillars.
The presentation was attended by the President of ISA and Elitour, Dr. G. Patoulis, the President and CEO of Revival, Mr. G.Antipas, the Health and Wellness Advisor Mr. N. Kouremenos and the member of the Board of Directors of Elitour and CEO of Asklepieia Health Cluster, Mr. G. Kakoulides.
Through the study, it is worth emphasizing that the global wellness market already exceeds $ 6,3 trillion, while wellness tourism is expected to reach $1,4 trillion over the next three yearsGreece, with more than 750 thermal springs, mild climate, unique natural environment, Mediterranean diet and strong cultural heritage, currently uses less than 30% of its actual potential in this field.
The research analyzes both medical tourism and wellness tourism, two sectors that are often confused, but address different needs: The first concerns travelers seeking high-quality medical services, from procedures to specialized treatments. The second concerns travelers seeking holistic wellness, relaxation, peace of mind and rejuvenation. In both cases, Greece has strong comparative advantages, which we are now starting to exploit in a systematic way.
Particular emphasis was placed on the field of assisted reproduction (IVF), where Greece records over 20.000 cycles per yearwith 7.000–8.000 births each year and more than 150.000 children in total have been born through IVF in our country. At the same time, dialysis units, rehabilitation centers, ophthalmology and dental centers are showing strong momentum, with significant extroversion in markets such as the United Kingdom, Germany, Scandinavia, Israel and the Arab world.
The main conclusions of the research highlight the strengths of the country which are as follows. Greece has inexhaustible natural wealth for wellness, it has high quality health services & Medical Excellence, the “Greece” brand is already internationally strong and the quality-cost ratio is extremely competitive. The weaknesses that we must face as a country concern the absence of a national strategy and a unified brand, bureaucracy, lack of flexibility and licensing, the limited digital presence of many businesses and the lack of specialized personnel at the spa & wellness level. At the same time, we must mention that the global demand for medical tourism and wellness tourism services is increasing rapidly.
Ο President of ISA and Elitour, Dr. George Patoulis, on the occasion of the announcement of the study, stated that "Greece is today facing a historic opportunityThe combination of medical excellence, natural wealth and authentic hospitality enables us to transform our country into international health and wellness hubThe study presented at the Athens Medical Association is a development roadmap and a powerful tool for the State, Local Government and entrepreneurship, so that we can transform our comparative advantage into a national development lever."
The president of Revival Consulting Services George Antipas He emphasized that wellness tourism is a market 10 times larger than medical tourism, yet small and medium-sized businesses have difficulty utilizing the available financial tools.
The Health and Wellness Advisor Nikos Kouremenos He stated that the figures worldwide are huge and that medical tourism is considered one tenth of wellness tourism, adding that the Wellness Tourist consumes 50-150% more than the average tourist.
The member of the Board of Directors of Elitour George Kakoulides He stated that Greece needs to develop a national strategy and branding, through targeted marketing, in order to attract small and medium-sized businesses, activating stakeholders and corresponding partnerships.
Main Subcategories of Medical Tourism with significant future potential for Greece are Dental Tourism, Ophthalmology, In Vitro and Assisted Reproduction (with high demand from abroad), Rehabilitation and Geriatric Care, Plastic Surgery and Health and Wellness Tourism. In addition, the study identifies target markets such as the United Kingdom, Germany, Italy, the Scandinavian countries, the Arab countries and Russia.
The study finally proposes four main axes for the national strategy that should be outlined in Health and Wellness Tourism. Initially, the creation of a single national brand, significant investments in modern infrastructure, training and certification of specialized personnel, and the creation of cooperation networks between clinics, hotels, insurance companies and tourism organizations.
The presentation of the study confirmed that Health and Wellness Tourism can be one of the strongest pillars of sustainable development of the Greek economy for the coming years, strengthening extroversion, investments and the creation of quality jobs.
Present at the press conference were the members of the Elitour board, Dr. K. Pantos, Dr. K. KouskoukisThe B. DelichristouThe V. Paka and the Secretary General of the World Hippocratic Institute of Physicians, Dr. A. Polydorou.
From the Elitour Press Office
