Malaysia Should Focus to Attract High-Revenue Generating Medical Tourists

By Manik Mehta BERLIN, Nov 20 (Bernama) -- Malaysia, which has a well-developed healthcare infrastructure, should intensify its focus to attract the high revenue-yielding medical tourism. It is not uncommon to see medical institutions and healthcare experts present, under the aegis of their country’s tourism agency at international trade fairs such as the International Tourism Bourse (ITB) of Berlin, World Travel Mart (London), New York Times Travel Show (New York), Arab Travel (Dubai), etc. India, China, Singapore, Taiwan, Thailand, etc. have recognized the business potential inherent in attracting foreign patients for treatment in their domestic hospitals for a fraction of the costs they would incur in their native countries. Germany, according to a survey called World Travel Monitor, conducted by the consultancy IPK International and commissioned by the ITB Berlin, is profiling itself for its health-oriented and medical tourism activities. The average German tourist, facing the rigours of his working and private life, is keen to reduce the everyday stress and taking time off. Germans, as also other Europeans, are increasingly conscious about the importance of staying healthy and energetic, and undertaking in increasing numbers health-oriented and medical trips. In 2016, the world population undertook some 11.4 million international health-oriented and medical trips, accounting for a 1.4 per cent on all outbound trips worldwide. According to the findings of the World Travel Monitor, nearly 70 per cent of all international health and medical outbound trips have been made mainly for health-oriented reasons such as wellness and spa holidays. The share of trips for medical purposes (including cure, hospital rehab and stays in medical clinics) was around 30 per cent. “Malaysia should undertake campaigns dedicated to highlighting such facilities which, combined with the country’s beautiful landscape evident in its sandy beaches, pristine waters and sunshine all around, make the country an attractive destination,” says a German tour operator who sends tourists to a number of Asian destinations. The German, who prefers to remain anonymous because of his “business sensitivities”, suggests that the Malaysian Government should draw from the “ever-rising world’s medical tourism flow”. With more than one million foreign health and medical trips, Germany strengthened its position as the world’s leading source market for health-oriented and medical tourism. In Europe, Russia ranked number two ahead of third-placed France and Italy. The most important source market in this niche-segment outside of Europe is the USA. On second, third and fourth place follow Asian source markets, namely South Korea, China and Japan. Malaysia could take a leaf from Germany’s surge as not only the most important source market but also the number one destination in the overall segment of health-oriented and medical tourism, closely followed in Europe by Hungary, Austria and fourth-ranked Spain. Outside of Europe, the USA is the most popular destination for health and medical tourism, followed by Mexico and Japan. While Austria is the third most important European destination with respect to the whole segment, it is the leading destination in Europe with regard to wellness/spa holidays only. One of the main reasons behind undertaking a health-oriented trip is the desire of the travellers to “reduce stress”, followed by spa/wellness treatments. The treatment of diseases, pains and other health problems is of “high relevance” for about 40 per cent of all health-oriented and medical tourists. -- BERNAMA