Greece’s Rise In Health, Wellness & Medical Tourism
Greece is rapidly emerging as a leading destination for health, wellness, and medical tourism, expanding far beyond its traditional image of sun, sea, and ancient history. Recent strategic developments highlight the country’s untapped potential and ambitious plans to harness its natural, cultural, and medical assets for sustainable growth in this booming sector.
At the heart of this transformation is a new three-year, €12.8 million strategic action plan launched by the Greek Health Tourism Council (ELITOUR) with support from the European Bank for Reconstruction and Development (EBRD). This roadmap is designed to position Greece as an international “Healing Destination,” amplifying both its wellness appeal and medical tourism offerings.
Why Greece Has an Edge
Despite its current modest share of roughly 5% of the European wellness tourism market, Greece boasts significant comparative advantages, including:
Natural wellness resources such as more than 750 thermal springs and the globally renowned Mediterranean diet.
Unique longevity hotspots, including the island of Ikaria — one of the world’s few officially recognized “Blue Zones,” known for exceptionally high numbers of centenarians.
High-quality, competitively priced medical services, which already attract patients from the UK, Germany, and the Middle East for procedures like IVF, dialysis, dental care, and cosmetic surgery.
These strengths give Greece a foundation to build world-class wellness retreats, upgraded medical facilities, and integrated tourism experiences that combine healthcare with vacation relaxation.
A Roadmap for Growth
The strategic action plan outlines several key priorities:
National branding and strategy: Establishing Greece as a unified health and wellness brand, with marketing campaigns and international presence.
Certification and digital readiness: Creating quality standards and improving digital infrastructure across health and wellness services.
Investment and partnerships: Attracting both public and private investment, and building international collaborations to enhance service offerings.
Skill development: Training staff and facilitating regulatory improvements to make Greece more competitive globally.
According to the latest figures, wellness tourism currently contributes around €3 billion annually to Greece’s economy, about 10% of the tourism sector, and medical tourism adds another €100 million. With strategic investments and modernization, projections suggest that wellness tourism alone could grow to €15 billion within the next decade.
Looking Ahead
The ongoing work of ELITOUR, in partnership with governmental and international stakeholders, aims not just to boost economic returns but to create sustainable, year-round tourism employment and innovation in health services. Greece’s holistic approach, blending natural wellness, high-quality care, cultural richness, and strategic branding, is poised to reshape how the world thinks about this Mediterranean gem.
Whether it’s indulging in rejuvenating spa experiences, accessing cutting-edge medical procedures, or simply embracing a lifestyle geared toward longevity, Greece is charting a course toward a healthier, more prosperous future in global travel.
Source: Elitour