HEALTH TOURISM

As in most countries, summer holidays, and therefore active tourism, have commenced in Azerbaijan. Experts are optimistic that this year the country's tourism sector will match the pre-pandemic 2019 figures, bolstered significantly by major international events.

The primary challenge for the tourism industry, not only in Azerbaijan but also in many globally popular destinations, remains seasonality. This factor considerably affects the sector's profitability and its contribution to GDP. At times, the upkeep of hotels and lodging facilities that lie vacant during the off-season equates to their entire summer profits.

Consequently, there is a growing global focus on developing recreational areas—health (medical) tourism, which facilitates year-round guest reception. While this initiative is not novel to Azerbaijan, it has yet to secure a prominent position in the market and the sector's earnings. The experience of neighbouring Türkiye could be instrumental in harnessing the potential of this highly promising tourism business segment.

Historic Homeland

The allure of medical tourism in Azerbaijan has surged notably in recent years. Numerous clinics have begun taking definitive actions to arrange for the accommodation of international patients. Yet, this segment has not achieved the systematic approach seen in Türkiye. The insights from a fraternal nation, which has also flourished in the medical tourism domain, are exceedingly valuable.

Samsun, perched on the Black Sea coast, may be a modest city by Türkiye's standards, lacking notable attractions, and not a magnet for foreign tourists in large numbers. Nonetheless, tourism constitutes a vital income stream for Türkiye's state budget, prompting efforts to maximize every avenue for its expansion.

In Samsun, boasting its own airport and a favourable climate, prominent clinics—satellites of renowned brands based in Istanbul and Ankara—have been established. The strategy is to offer top-tier medical services (cutting-edge equipment, elite specialists) at more affordable prices than in major urban centres. This approach is already proving successful, with nearly 56 multidisciplinary clinics in operation. To elevate Samsun's profile as a hub for medical tourism in Türkiye, international thematic events have been hosted there in recent times.

For instance, in mid-May, the II Ikiztepe International Health Summit took place, orchestrated by the Anatolian Lions Businessmen Association (ASKON). The summit, drawing approximately 200 medical experts, tourism industry representatives, and media from 23 nations, aimed to amplify Türkiye's stature and influence in the health tourism sector.

It was revealed that Samsun's selection as a regional medical tourism centre was intentional. Orhan Aydin, ASKON's leader, disclosed that the oldest known surgical tools were unearthed here during archaeological digs at Ikiztepe. Specifically, scalpels dating from 3200-2100 BC. Additionally, of the 700 skulls excavated from a nearby burial site, 14 exhibit signs of surgical procedures.

Ahmet Alp Dogru, chief of ASKON's Samsun division, remarked that Türkiye ranks among the world's top five for treating certain ailments, particularly surgical ones. "Samsun, a frontrunner in agriculture, is also striving to spearhead the medical field. The health sector's annual revenue in Samsun alone stands at ₼6.5 billion," Dogru observed.

Türkiye has consistently been listed among the top ten nations hosting the most international patients. Considering that worldwide health tourism earnings are projected at $10 trillion, Türkiye's vested interest in this sector's growth is palpable.

Visas and Logistics

Yavuz Yunal, rector of the May 19 University, highlighted that to facilitate the influx of tourists—including those seeking medical treatment in local clinics—Türkiye has implemented a visa-free policy with over 70 countries globally. "In 2023, 404 enterprises invested in health tourism within the nation. The cumulative investment amounted to ₼62 billion. The Turkish Ministries of Trade and Health are extending support to the private sector to attain these figures," he stated. It's noteworthy that Türkiye's health tourism sector is targeting 2 million tourists and ₼20 million in revenue by 2024.

Azerbaijan presented a substantial delegation at the Health Summit in Samsun, sharing insights on establishing analogous health tourism centres within their nation. Ruslan Guliyev, head of the Azerbaijan Health and Thermal Tourism Support Association, affirmed the strong ties between Azerbaijan and Türkiye in health tourism and other areas, with ambitious plans for joint ventures. "Following discussions with healthcare and tourism representatives from our fraternal nation, we are forging connections to facilitate patient exchanges for medical care in our clinics. Samsun is an emerging destination in this sector; however, logistical challenges are impeding the expansion of tourism relations with this area," Guliyev remarked. A pivotal discussion point was the inauguration of a direct flight route between Baku and Samsun. "For example, a direct service to Trabzon has been operational for a year, and in this brief span, both parties have observed a marked rise in tourist flow and business visits," he added.

Plans are underway to host Samsun Health Tourism Days in Azerbaijan by the year's end.

Potential Income for Azerbaijan

Ceyhun Ashurov, a tourism specialist and president of the SKAL Baku club, believes Azerbaijan holds considerable promise in emulating Samsun's medical tourism model and cultivating this sector domestically. "We've constructed numerous sizeable clinics outfitted with state-of-the-art equipment; we boast a cadre of highly skilled professionals, and crucially, our medical service rates are substantially lower than those in Türkiye, particularly in fields like dentistry, cosmetic surgery, cardiology, and more," he explained. He noted the burgeoning eagerness among Baku's major medical centres to forge stronger bonds with the tourism industry to entice international patients. "This zeal is evident in the proactive efforts of not just clinics but also individual physicians who are now prominently advertising their services," Ashurov elaborated.

The expansion of medical tourism is pivotal for multiple reasons. An average visitor typically expends around $1-1.5 thousand during their stay in a country. Yet, this figure escalates nearly fivefold for those arriving for medical procedures, excluding the ancillary costs of any companions. This renders medical tourism markedly more profitable than other tourism categories.

Türkiye, consistently listed among the world's top ten tourist hotspots, has recalibrated its strategic emphasis in this arena. The underlying motive for this shift is that the vast number of tourists did not equate to a commensurate or satisfactory fiscal yield for the national treasury. As a result, Türkiye has chosen to prioritize the more remunerative facets of tourism.

In Azerbaijan, the present stream of medical tourists from 20 nations is relatively small, yet the prospects for expansion are significant. Adopting Samsun's blueprint—organizing extensive symposiums, undertaking national advertising and marketing campaigns, and nurturing active partnerships with tour operators—could prove pivotal in realizing this untapped potential.

Health tourism is the sector where it is worth investing resources, efforts, and connections. After all, this segment can generate income throughout the year, not just seasonally.