How Saudi Arabia will become a destination for health tourism

Historically, Saudi Arabia has been an exporter of medical tourists, with many Saudi citizens seeking advanced healthcare in Western Europe, the US, and the UK.

Medical tourism, largely sponsored by the Kingdom, has played a crucial role in this trend, and Saudi patients have often been a cornerstone of the economies of foreign clinics in these countries.

The halt in this flow, due to the global economic changes accompanying the COVID-19 pandemic, had a severe effect on these foreign medical facilities. One of the key issues the pandemic exposed was the lack of sustainability and integration in these countries.

At the same time, the Kingdom’s favorable environment for developing health tourism presents a unique qualitative advantage. Given its capabilities and the significant events it will host in the coming years, Saudi Arabia is poised to become a leading destination for health tourism.

Over the past three years, Saudi Arabia has shown great interest in tourism transformation, which also makes it ambitious about becoming a first-class health tourism center. Its prominent position in attracting various types of visitors to the Kingdom, such as those coming for religious rituals from all over the world or visitors coming to explore and learn about the heritage and civilization that the Kingdom enjoys, supports this ambition.

The success of Saudi Arabia in transforming into a destination for health tourism depends on the efforts made by the system in an integrated and harmonious manner. With many changes and developments taking place in the country across various sectors, for health tourism to flourish it must become a strategic priority, developing a sustainable strategy as well as the relative cross-sectors.

Saudi Arabia needs to create incentives for healthcare providers that encourage providers to treat local patients and international medical tourists who demand a higher quality of service at a relatively lower and competitive price. Legislative measures can support this ambition by setting clear incentives for hospitals to participate in this transformational journey.

Saudi Arabia’s geographical location offers significant advantages for health tourism, making it easily accessible from Europe, Africa, and parts of Asia within a six-to-eight-hour flight.

Saad Majdy Baslom

Saudi Arabia has the unique advantage of formulating its health tourism provision based on current and future market requirements. Unlike other destinations that must adapt existing services, Saudi Arabia can design a system that enhances its unique selling propositions without being constrained by legacy structures.

The Kingdom’s approach to legislation, as seen in projects such as NEOM, allows for a forward-looking perspective. This new approach could help Saudi Arabia stay at the forefront of global healthcare trends, attracting top talent and cadres to open up new horizons for modern medical practices and health practices in general.

Experts in longevity and other specialized fields have already moved to the region, attracted by the dynamic environment and major transformation that Saudi Arabia is experiencing in various sectors. Saudi Arabia’s ability to attract world-class talent and technology is evident in sectors as diverse as sports and transportation, and the same strategy can be applied to healthcare, attracting the best medical experts who bring unique skills and innovative technologies. These experts, often solo practitioners, will be key to establishing the Kingdom as a leading destination for health tourism.

The strategy of Saudi Arabia will not be to compete on price only but also on the quality of services and innovation. The focus will be on providing the highest quality medical services, complemented by comfort and excellence in support services. This distinctive approach aligns with attracting wealthy tourists seeking the best possible care.

One of the major challenges is branding Saudi Arabia and transforming its image from a tourist-exporting country to an attractive destination. Saudi citizens’ perception of seeking medical treatment abroad may hinder this transformation. However, a well-thought-out strategy and accomplished plans will accelerate this image in the minds of global tourists. Rebranding efforts will require unprecedented marketing campaigns tailored to the target segments.

Saudi Arabia’s geographical location offers significant advantages for health tourism, making it easily accessible from Europe, Africa, and parts of Asia within a six-to-eight-hour flight. This access is critical, especially after the COVID-19 pandemic, as patients prefer shorter travel distances to obtain medical treatment.

Finally, Saudi Arabia’s prospects for creating a sustainable health and wellness tourism sector are supported by its advanced healthcare infrastructure, high standards of medical services, rich cultural heritage, and strategic geographic location, which enhances the opportunities for creating a strong economy in the health and wellness tourism sector in a sustainable manner.

The country’s investments in healthcare and tourism, coupled with its unique blend of medical and cultural attractions, position it as a global leader in this thriving market.

• Saad Majdy Baslom has more than 10 years’ experience in health tourism, wellness services, management, regulation, and policy as a technical affairs director in complementary medicine. He holds a leadership and management certificate from the Massachusetts Institute of Technology, a doctorate in traditional Chinese medicine, a master’s degree in Chinese herbology, and a master’s degree in acupuncture.