The future contribution of medical tourism in the Maltese islands : evaluation of key challenges and opportunities

Abstract

Medical tourism, a rising segment in the tourism industry, is only gradually becoming known to the Maltese Islands. There are a number of reasons why a person may decide to travel to another country to receive medical treatment. However, two of the main reasons are low cost and better quality. The research study aims to find out the future contribution of this market in the Maltese Islands. Key opportunities and challenges are pointed out, together with the strengths and weaknesses of medical tourism. Semi-structured interviews are carried out with relevant stakeholders, mainly medical and tourism professionals.

Findings for the research undertaken were mostly positive, with many respondents giving their own suggestions on how to improve this particular segment. Many reasons why medical tourists would choose Malta or why they would not opt for Malta, were noted.

Due to envisaged capital investments consisting of new hospital beds, refurbishments of existing hospitals and the introduction of a new medical school; Malta and Gozo will surely become a value added attraction for potential medical tourists, according to market analysis and stakeholders‟ responses.

However, employing more medical staff (both local and foreign) is needed for this particular niche to be successful. Focused marketing and a joint effort from both the public and the private sectors will generate desired growth. This study concludes with further recommendations. Due to destination size, product specialisation is proposed especially in the field of cosmetic surgery and dentistry. Moreover, to establish medical tourism as a future sustainable segment, a quality differentiated strategic approach is advocated.