Patoulis: Investment in Medical Tourism Means Growth for Our Country and “Brain Gain” of Scientists
Within the framework of a press conference held at the Athens Medical Association, the results of the most comprehensive nationwide study on Health and Wellness Tourism in Greece were officially announced. The study was conducted in 2025 for the Greek Health Tourism Council (ELITOUR) and was funded by the European Bank for Reconstruction and Development (EBRD), with scientific and advisory support provided by Revival Consulting Services S.A., and with the participation of dozens of enterprises from across the country.
The research documents in a systematic and evidence-based manner the current state 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 for Greece to attain a leading position internationally. The research sample was impressively large, comprising numerous healthcare providers from all over Greece, as well as hotel units, wellness retreats, and travel agencies, with participating enterprises from Crete, the Cyclades, the Peloponnese, Attica, and other major tourism hubs.
Participants in the presentation included the President of the Athens Medical Association (ISA) and ELITOUR, Dr. Georgios Patoulis, the President and Chief Executive Officer of Revival, Mr. Georgios Antypas, the Health and Wellness Consultant, Mr. Nikos Kouremenos, and the Member of the Board of ELITOUR and CEO of the Asklepieia Health Cluster, Mr. Georgios Kakoulidis.
According to the study, the global wellness market already exceeds USD 6.3 trillion, while wellness tourism is expected to reach USD 1.4 trillion within the next three years. Greece, with more than 750 thermal springs, a mild climate, a unique natural environment, the Mediterranean diet, and a strong cultural heritage, currently utilizes less than 30% of its actual potential in this field.
The study analyzes both medical tourism and wellness tourism—two sectors that are often conflated but address different needs. The former concerns travelers seeking high-quality medical services, ranging from surgical procedures to specialized treatments. The latter αφορά travelers pursuing holistic well-being, relaxation, mental balance, and rejuvenation. In both cases, Greece possesses strong comparative advantages, which are now beginning to be systematically leveraged.
Emphasis was placed on the field of assisted reproduction (IVF), in which Greece records more than 20,000 cycles annually, with 7,000–8,000 births each year and a total of over 150,000 children having been born through IVF in the country. At the same time, dialysis units, rehabilitation centers, ophthalmology and dental centers demonstrate strong growth dynamics, with significant extroversion toward markets such as the United Kingdom, Germany, Scandinavia, Israel, and the Arab world.
The key conclusions of the study highlight the country’s strengths, namely: Greece possesses inexhaustible natural resources for wellness, offers high-quality healthcare services and medical excellence, the “Greece” brand is already internationally strong, and the quality-to-cost ratio is highly competitive. The weaknesses that must be addressed as a country include the absence of a national strategy and a unified brand, bureaucracy, lack of flexibility and licensing procedures, the limited digital presence of many enterprises, and the shortage of specialized spa and wellness personnel. At the same time, it should be noted that global demand for medical tourism and wellness tourism services is increasing rapidly.
On the presentation of the study, the President of ISA and ELITOUR, Dr. G. Patoulis, stated: “Greece is today facing a historic opportunity. The combination of medical excellence, natural wealth, and authentic hospitality gives us the potential to transform our country into an international hub of health and wellness. The study presented at the Athens Medical Association constitutes a development roadmap and a powerful tool for the State, Local Government, and entrepreneurship, in order to turn our comparative advantage into a national engine of growth.”
The President of Revival Consulting Services, Mr. G. Antypas, emphasized that wellness tourism constitutes a market ten times larger than medical tourism; however, small, and medium-sized enterprises face difficulties in exploiting the available financial instruments.
The Health and Wellness Sector Consultant, Mr. N. Kouremenos, noted that the figures worldwide are enormous, and that medical tourism represents one-tenth of wellness tourism, adding that the wellness tourist spends 50%–150% more than the average tourist.
The Member of the Board of ELITOUR, Mr. G. Kakoulidis, stated that Greece needs to develop a national strategy and branding through targeted marketing to attract small and medium-sized enterprises, by activating stakeholders and the corresponding partnerships.
The main subcategories of medical tourism with significant future growth potential for Greece include dental tourism, ophthalmology, in vitro fertilization, 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.
Finally, the study proposes four main pillars for the national strategy to be formulated for Health and Wellness Tourism: the creation of a unified national brand; significant investments in modern infrastructure; education and certification of specialized personnel, and the creation of cooperation networks among clinics, hotels, insurance companies, and tourism stakeholders.
The presentation of the study confirmed that Health and Wellness Tourism can constitute one of the strongest pillars of sustainable development of the Greek economy in the coming years, strengthening extroversion, investment, and the creation of high-quality jobs.
Present at the press conference were members of the ELITOUR presidium—Dr. K. Pantos, Dr. K. Kouskourkis, Ms. V. Delichristou, Ms. V. Paka—as well as the Secretary General of the Global Doctors’ Hippocratic Institute, Dr. A. Polydorou.
