Greece’s Wellness And Medical Tourism Boom Set To Unlock Billions In Revenue With Strategic National Plans And Upgraded Infrastructure For World-Class Care

Published on December 9, 2025

Greece is on the verge of becoming a global leader in both wellness and medical tourism, with billions in untapped potential. Despite its rich natural resources, including over 750 thermal springs and the Mediterranean diet, the country currently only exploits a small fraction of its market. With targeted investments in infrastructure, regulatory simplification, and global partnerships, Greece can unlock significant revenue and position itself as a top destination for health and wellness travelers.

A new report commissioned by Elitour and funded by the European Bank for Reconstruction and Development highlights Greece’s potential as a wellness-tourism powerhouse, ranking it joint-fifth globally, alongside India. However, despite its strong positioning in the wellness sector, Greece’s actual revenue from this industry places it a distant 45th globally. This reveals a significant gap between its global recognition and the revenue it generates, pointing to billions of euros in untapped potential.

Currently, wellness tourism contributes around €3 billion annually, making up about 10% of Greece’s total tourism GDP. With strategic investments and improvements, projections suggest this could grow to €15 billion within the next decade. Additionally, Greece’s medical tourism sector brings in an extra €100 million annually, with €22 million of this figure generated by emergency medical services alone.

The report identifies key strengths that Greece could leverage to strengthen its position in global wellness tourism:

• Blue Zones and Longevity: Greece is home to one of the world’s five “Blue Zones,” areas known for a significantly higher number of centenarians. The island of Ikaria, in particular, is renowned for the extraordinary longevity of its residents. This natural advantage could be marketed as a wellness asset that promotes healthy living and longevity.
• Thermal Springs and the Mediterranean Diet: Greece boasts over 750 thermal springs, offering natural wellness benefits. Combined with the well-known Mediterranean diet, these resources provide a unique selling point for wellness and medical tourism.
• Medical and Cosmetic Services: Greece’s competitive pricing in sectors like IVF, dialysis, dental care, and cosmetic procedures is already attracting international patients, particularly from the UK, Germany, and the Middle East. These services are recognized for their quality, and the affordability factor makes Greece an attractive option for medical tourism.

However, despite these advantages, Greece currently only taps into a fraction of its wellness tourism potential. The report indicates that less than 30% of this market is being fully exploited. There is a clear opportunity for growth, with a focused effort to unlock the full potential of Greece’s wellness and medical tourism industries.

To address this untapped potential, the report recommends an investment of just €13 million, which is projected to unlock multi-billion-euro returns for the sector. The suggested investment would focus on several key areas:

1. A Unified National Strategy: Developing a cohesive, nationwide strategy to boost wellness and medical tourism would ensure a coordinated approach to marketing, regulation, and service delivery. By bringing together various stakeholders and aligning efforts, Greece could better position itself as a global leader in the wellness tourism space.
2. Regulatory Simplification: The report emphasizes the need for regulatory simplification to make it easier for both businesses and tourists to navigate the wellness and medical tourism landscape. Streamlining regulations would reduce barriers to entry and increase the competitiveness of Greece’s offerings.
3. Staff Training and Digital Upgrading: Investing in the training of local staff, particularly in health and wellness sectors, would help improve the quality of service. Additionally, upskilling workers in digital tools would improve the customer experience and operational efficiency, making Greece a more attractive destination for international visitors.
4. Upgrading Small Spas: The report calls for upgrading Greece’s existing spas and wellness facilities into world-class centres. This would elevate Greece’s offerings to compete with global leaders in wellness tourism and attract high-end wellness tourists looking for luxury services.
5. International Partnerships and Dedicated Visa Programmes: Forming international partnerships with global wellness tourism networks and offering dedicated medical or wellness visas would streamline the process for international visitors. A tailored visa programme could attract high-spending tourists from around the world, boosting Greece’s revenue from this growing sector.

Elitour’s president emphasized that Greece already possesses all the natural assets and infrastructure needed to become a global leader in both wellness and medical tourism. However, he stressed the need for targeted investments and a robust framework to fully capitalize on this opportunity.

With relatively modest investment and strategic initiatives, Greece has the potential to become a world-renowned destination for wellness and medical tourism. By unlocking its full potential, the country could see significant growth in both its tourism industry and broader economic activity, all while strengthening its position as a leading wellness tourism destination.