Developmental trends in health tourism

It was in the last decades that health tourism became a mass phenomenon, what is more, it acquired a global dimension. The inhabitants of developed countries tend to live with their health in the centre of attention and they are able to spend an increasing length of time and amount of  money  on the preservation of their own  physical, mental and emotional strength and well-being. All these characteristics have been made possible by the fact that the income of the active age group of society makes it possible for the people by their discretional income (Portion of a person’s income available for saving, or spending on non-essentials. It is what remains after expenses for basics.) The demand for services is also boosted by a changing view of life: most people prefer the acquisition of existential goods to founding a family. The health conditions of human resources, the sustainability of their value-creating abilities and the avoidance of substitution costs in case of illnesses are facts which are increasingly in the centre of attention of business leaders..

In addition to the above factors the ageing population in the developed countries is also an important stimulant. The elderly inhabitants of developed countries possess their own income or savings which makes it possible for them to spend their leisure time freely. (Kátay Á. 2010). In addition, when choosing treatments for their own health problems in general they prefer natural cures. Due to these facts the number of traditional health tourists is still on the increase, who, in addition to the classical medicinal services, want to use complementary services and programs, depending on their health conditions and interests. (Molnár Cs. 2011). At the same time younger generations are also present on the health market, and this fact is primarily due to the popularity of wellness. The demand for family- and children-friendly services both in infrastuctural (baths and pools) and in suprastructural (accomodation and catering) sense is typical of health tourism nowadays. The space of the growth of health tourism exceeds the growth in traditional tourism. This fact can primarily be explained by the role of wellness as a main driving force.

The most important trends in modern health tourism include the significant role of health, the growing importance of design and its complexity.  This last feature means that in order to achieve the goal, that is good health, several services are used simultaneously. On the one hand the unity of these factors can only achieve the desirable goal, on the other hand the coexistence of several services means business success. (Várhelyi T. 2011/12). A new trend in health tourism is that patients do not only expect special treatments, but they want pleasurable experiences, too, and, at the same time, they aim at the long-term improvement of their health. Due to these features the significance of cures and treatments recommended by medical experts are on the rise.

Health tourism is a significant area for development in most countries, which are rich in natural resources. In other countries the same growth can be achieved by utilizing innovative solutuions and this is why today those countries also go for the division of the global market, which do not have an abundance of natural resources, but which develop their own health tourism products in an innovative way.

Those researchers who investigate the initial trends of health tourism agree that traditional therapies have gradually been pushed into the background and a complex wellness therapy is the new aim nowadays. (Mintel 2007, Smith, M.– Puczkó L. 2010). The above statement, of course, does not mean that traditional cures are not needed, since in ageing and economically prospering societies the different types of medical tourism are upgraded. The more demanding customers, who have enough money to pay for quality services, are in need of complex products in the medical institutions as well. It is the active experience and the wellness programmes which are needed by the younger generation. The selection of the group of target customers is a good strategy for health tourism and wellness programmes.

Due to the these trends the combination of health tourism products with other tourism products (e.g. conference, career, incentive, golf or ski tourism) have become increasingly popular. „The utilization of several products at the same venue is a definite advantage, since  the requirement of the adaptability to customers’ needs is moving towards the „all inclusive” services (OES 2007, p. 20)”. Tourists intend to have as many experiences as possibe in the shortest time and want to return to their homes with many of unforgettable experiences.

In summary it can be stated that due to health consciousness, the appreciation and the expansion of healthy lifestyles, health tourism has gained a special significance worldwide.. „The main driving force of the economic growth of the future is seen in health tourism by economists as well. As health tourism supply is growing new services will appear on the market. The dynamism of growth will determine the position of the given country on the tourism market.  (Sándor R. 2011)”. For further details see:

http://epa.oszk.hu/00000/00007/00042/pdf/Mikes_International_0111.pdf

Health tourism in itself is not able to make the negative consequences (e.g. the lack of exercise, stressful life, obesity, diabetes, cardiovascular diseases) of modern civilization (e.g. the lack of exercise, stressful life). The indirect impact of social environment, healthy lifestyle, regular exercises, professional and infrastuctural factors including sports experts, recreational parks, sports clubs, fitness centres, recreationan possibilites will play a significant role in the future, too, in keeping our societies fit and healthy.