Elitour presents a three-year strategic action plan worth €12.8 million to establish Greece as an international “Healing Destination”.
The Greek Health Tourism Council – ELITOUR announces the completion of a pioneering study to date on Health and Wellness Tourism in Greece, which was funded by the European Bank for Reconstruction and Development (EBRD) with the advisory and know-how of Revival Consulting Services SA.
The study provides for the first time a fully costed, three-year roadmap, with specific actions totaling over €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 soar to $1.4 trillion by 2027.
Despite its unique natural and cultural advantages, Greece currently holds 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. Giorgos Patoulis, stated that “This study is a milestone 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 that 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 for choosing Greece by visitors are the high quality of health services, the combination of holidays and treatment and competitive prices.
Accordingly, the main challenges are identified in the lack of a national strategy, regulatory obstacles and the need to strengthen digital skills – issues that the proposed action plan comes 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 proposed 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 of an International Health Tourism Conference in Greece to attract investors and strategic partnerships. Also, in attracting Investments and Supporting SMEs Forming a favorable investment environment, with financial tools and incentives for small and medium-sized enterprises in the sector and finally in activating Stakeholders and partnerships for the establishment of a National Health & Wellness Tourism Council for the coordination of all public and private sector stakeholders.
The results of the research will be presented in detail at a press conference scheduled for December.