The Greek Health Tourism Council – Elitour revealed a pioneering study, the first of its kind in Greece on Health Tourism and funded by the European Bank for Reconstruction and Development (EBRD).
The study provides for the first time a fully costed, three-year roadmap, with specific actions totaling over 12.8 million euros, aiming to make Greece a leading international destination in the rapidly growing health and wellness tourism sector.
As explained by its president, Dr. George Patoulis, the global wellness tourism market was valued at 651 billion dollars in 2022 and is expected to soar to 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.
“This study is a milestone for Greek Health & Wellness Tourism and thanks to the valuable support of the European Bank for Reconstruction and Development, we now have in our hands a practical, costed three-year plan that clearly shows the way to claim the place Greece deserves worldwide,” he noted.
The four strategic pillars of the Action Plan focus on the development of a National Strategy and Branding, the creation of a strong identity with a proposed slogan “Greece – Your Healing Destination” and the establishment of a national framework for the certification of health and wellness services.
However, the establishment of a National Health & Wellness Tourism Council is also considered important for the coordination of all public and private sector bodies involved.
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