Year: 2025
Type: article
Abstract: Health tourism has long been an essential pillar of the tourism industry in the Visegrád countries (Hungary, Poland, Slovakia and the Czech Republic). These countries have built strong reputations for their thermal spas, wellness resorts and medical tourism services. However, in recent years, the sector has faced unprecedented challenges, including the COVID-19 pandemic, economic fluctuations, sustainability concerns and shifting consumer expectations (Ramanauskas et al., 2023). As the industry adapts to these circumstances, new opportunities and strategies are emerging to ensure its resilience and continued growth. This thematic issue explores the development of health tourism, examining key trends, innovations and future directions.The Visegrád countries have a rich history of health tourism, deeply rooted in their natural resources and medical expertise. Hungary and Slovakia, for example, are known for their thermal baths and spa towns, attracting domestic and international visitors seeking relaxation and medical treatments (Derco, 2020). Poland has emerged as a leader in medical tourism, offering high-quality healthcare services at competitive prices. The Czech Republic also provides a well-developed spa industry, drawing visitors seeking traditional and alternative therapies (Csapó and Marton, 2017). Despite these strengths, the sector must navigate significant obstacles, including recovering from the pandemic, changing model of health tourism financing, addressing sustainability concerns, integrating technological advancements and responding to evolving customer preferences.One of the critical issues in health tourism today is the increasing importance of sustainability. The growing awareness of environmental impacts along with regulatory pressures has led to a push for greener and more responsible tourism practices (Figueiredo et al., 2024). Health tourism providers are now expected to implement eco-friendly infrastructure, like energy-efficient spa facilities, water conservation technologies and waste reduction programs. Additionally, the rise of wellness tourism – a subset of health tourism focused on holistic well-being – has encouraged businesses to incorporate organic products that are used in nature-based therapies and also mental wellness programs.Another factor shaping the future of health tourism is the rapid digital transformation of the sector. Advances in artificial intelligence and data analytics are revolutionizing the way health tourism services are delivered. Digital platforms enable tourists to book treatments online, access virtual consultations with medical professionals and receive personalized wellness recommendations based on their health data. The integration of smart tourism technologies is not only improving operational efficiency but also enhancing customer experiences, making services more accessible and tailored to individual needs (Buhalis and Amaranggana, 2015).The COVID-19 pandemic has had a profound impact on health tourism, exposing vulnerabilities while also accelerating innovation. During lockdowns and travel restrictions, many spa and medical tourism destinations suffered severe financial losses, forcing businesses to rethink their models. Some facilities adapted by offering remote wellness services, while others focused on attracting domestic tourists as international travel declined. Moving forward, resilience strategies such as flexible booking policies, enhanced hygiene measures and hybrid wellness solutions (combining in-person and virtual services) will be crucial in maintaining customer confidence and ensuring long-term recovery.Consumer behavior in health tourism is also shifting (Connell, 2013). Tourists are increasingly prioritizing safety, reliability and transparency when choosing health tourism destinations. Trust in healthcare standards and regulations plays a vital role in decision-making, particularly in medical tourism, where patients seek high-quality procedures at lower costs than in their home countries. Moreover, the concept of “diasporic medical tourism” – where individuals travel to their country of origin for medical care – has gained popularity, particularly in times of uncertainty when people perceive home-based healthcare (Mathijsen and Dziedzic, 2024).The articles in this issue provide a comprehensive examination of the current state and future potential of health tourism in the Visegrád region. Several key themes emerge from this thematic issue:The research presented highlights the changing landscape of health tourism in the Visegrád countries and underscores the importance of strategic adaptation. Health tourism providers must embrace innovation, invest in sustainable practices and leverage digital tools to meet the demands of modern consumers. Additionally, policymakers should support the sector by fostering cross-border collaborations, enhancing healthcare infrastructure and implementing regulations that promote quality and safety.As the health tourism industry continues to recover and evolve, collaboration among stakeholders will be essential in shaping its future. The articles in this issue offer valuable insights for industry professionals, academics and policymakers seeking to understand and navigate the complexities of health tourism in Visegrád Countries.We hope you enjoy reading this issue.Warm regards,Galina Berjozkina and Zanete GarantiDr Diana Dryglas holds a Ph.D. in Management from Jagiellonian University in Krakow, Poland, an MA in Tourism from the University of Physical Education in Krakow, Poland, and an MA in Philosophy from Jagiellonian University in Krakow, Poland. Additionally, she obtained a Post-Graduate Diploma in Management and Business from Jagiellonian University in Krakow, Poland, and completed her Habilitation in Management at Krakow University of Economics, Poland. She is currently Associate Professor and Researcher in the Department of Strategic Management and Economics at AGH University of Krakow, Poland.Dr Melanie Kay Smith holds a Ph.D. in Cultural Planning for Urban Regeneration from the University of Greenwich, UK, an M.Sc. in Tourism Management from the University of Surrey, UK, and an MA (Oxon) in Languages and Literature from Oxford University, UK She also has a Post-Graduate Diploma in Higher Education from the University of Greenwich, UK, and Habilitation from Corvinus University Budapest, Hungary. She is currently Associate Professor in Tourism and Researcher at the Budapest University of Economics and Business in Hungary.
Authors: Galina Berjozkina, Zanete Garanti
Institution: Latvia University of Life Sciences and Technologies
Language: English
Subfield: General Health Professions
Field: Health Professions
Domain: Health Sciences
Open Access status: bronze
OpenAlex ID: W4409069729