Beyond Borders: Med Tourism as a Blend of Tradition and Innovation

In an endeavour to position India as a nucleus for medical tourism, New Delhi recently played host to the 'One Earth One Health – Advantage Healthcare India – 2023' program. Spanning two days, the summit graced by 500 delegates from over 70 nations seamlessly merged the worlds of Medical Value Travel (MVT) expertise, industry stakeholders, and accomplished professionals, offering a fertile ground for networking and collaborations.

At present, the medical tourism industry stands tall, with a valuation of USD 6 billion. Looking forward, experts predict a remarkable compound annual growth rate (CAGR) of 21.1% from 2020 to 2027. Traditionally driven by private entities, the government's active involvement has now emerged as a catalyst, propelling India into the spotlight as the global epicentre of medical tourism.
Medical tourism, referred to as Medical Value Travel (MVT) or global healthcare, involves individuals travelling across international borders to access medical services, particularly elective or intricate surgeries. This industry has various key players, including airlines, hospitals, wellness centres, and hotels, all striving to cater to the needs of medical tourists.

India stands as a favoured destination among medical tourists, drawing them in with its cost-effective healthcare services, state-of-the-art diagnostic equipment, and highly skilled doctors, many of whom are proficient in English. The sector is particularly prominent for sought-after treatments such as cancer care and organ transplant surgeries, which can be obtained at rates 65-90% lower than those in the United States, Europe, Australia, or even Singapore. In addition to these advantages, India offers traditional systems of medicine like Ayurveda, yoga, and naturopathy, further promoting the field of wellness tourism.

A former diplomat, who served in the Netherlands during the early 2000s, shared with the author that obtaining appointments for non-life-threatening conditions took months, a stark contrast to the virtually nonexistent waiting times for procedures in India.

Medical tourism in India has witnessed significant growth in the past decade, attracting patients from neighbouring countries like Bangladesh and Afghanistan. Additionally, tourists from Iraq, Oman, Maldives, Yemen, Uzbekistan, and Sudan have chosen India for medical services due to its advanced facilities, skilled doctors, and cost-effective treatments.
In terms of financial gains, India earned an estimated ₹1,35,193 crore, ₹1,54,146 crore, and ₹1,77,874 crore in foreign exchange in 2015, 2016, and 2017, respectively, from medical tourism. The industry was projected to reach $9 billion by 2020, capturing 20% of the global market share. However, the COVID-19 pandemic in 2020 resulted in a decline in medical tourism. The number of foreign arrivals in India plummeted to 1.83 lakhs as the country implemented strict lockdown measures to curb the virus's spread. Consequently, the earnings from medical tourism fell short of the predicted $9 billion mark.
The industry experienced a rebound in 2021 as travel restrictions eased and the escalating conflict between Russia and Ukraine raised treatment costs in Western countries. This shift prompted medical tourists to explore Asian countries, with India being a favoured destination.

The Centre has launched the 'Heal in India' campaign to position the nation as a premier destination for wellness and medical tourism. Focusing on the global demand for holistic healing, particularly for lifestyle diseases like diabetes, the government promotes Ayurveda, yoga, and naturopathy as alternatives to modern medicine under the Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homeopathy (AYUSH) Ministry. India now offers e-visas for medical tourism travellers from 156 nations and accredits AYUSH centres, formalising their status in the medical industry.

Furthermore, the Centre has expanded the 'PM Jan Aarogya Yojana' health assurance scheme, covering around 500 million people, and established 150,000 health and wellness centres. A one-stop online Medical Tourism (MVT) portal is in the works, integrating government and private hospitals, service bookings, payments, and post-operative care. The MVT portal will be integrated with India's tourism website for better visibility.
These initiatives position India as a welcoming hub for those seeking holistic healing, with a nice blend of traditional wisdom and modern facilities.

Moreover, to address the needs of underserved populations and promote inclusivity in medical tourism, the government should prioritise collaborations between the public and private sectors. This cross-ministry and public-private partnership effort will ensure that the benefits of medical tourism reach all strata of society, including those at the bottom of the pyramid.
In order to optimise the complete potential of medical tourism, it is imperative to establish comprehensive healthcare infrastructure and standardised facilities in designated cities. By focusing efforts on a select few cities, resources can be concentrated, allowing for the development and sharing of high-quality infrastructure such as hotels and guest houses. However, it is equally important to recognize that wellness hubs can be established beyond metropolitan areas, tapping into the natural beauty and tranquillity of rural and scenic locations.
Furthermore, it is crucial for ambassadors representing their respective countries to collaborate closely with the Indian government to identify gaps and opportunities within the medical treatment system. Sharing this valuable information with the Ministry of Health and Tourism will enable strategic planning and targeted interventions to tap into specific markets, thereby maximising the potential for attracting medical tourists from diverse regions.
Collaborations between Indian MNCs and the healthcare sector can further enhance medical tourism opportunities. Offering medical insurance coverage through companies like Tatas to their employees, as well as forging partnerships with airlines like Air India or Vistara to provide discounted airfares, will create a more accessible and affordable healthcare ecosystem for international patients.
By implementing these strategies and nurturing a comprehensive ecosystem for medical tourism, India can not only attract a larger influx of medical tourists but also position itself as a leader in providing high-quality, affordable, and holistic healthcare solutions.

In conclusion, India has emerged as a prominent global destination for medical tourism, driven by its blend of cost-effective healthcare services, advanced facilities, skilled doctors, and a wide range of treatment options. The government's active involvement, initiatives like the recent 'One Earth One Health’ program, and the expansion of healthcare infrastructure has further positioned the country as a nucleus for wellness and medical tourism. Despite the setback caused by the COVID-19 pandemic, India has witnessed significant growth in the past decade and has the potential to capture a larger share of the global market. To fully optimise this potential, collaborations between the public and private sectors, the establishment of comprehensive healthcare infrastructure, and targeted interventions to tap into specific markets will be crucial. By nurturing a comprehensive ecosystem and leveraging its traditional wisdom and modern facilities, India can continue to attract a diverse range of medical tourists and establish herself as a pioneer in providing high-quality, affordable, and holistic healthcare solutions.

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