Exploring the Potential and Challenges of Medical Tourism in Bulgaria
Exploring the Potential and Challenges of Medical Tourism in Bulgaria

Summary/Abstract: The present article aims to explore the potential and the challenges facing the development of this part of the tourism sector. Bulgaria's potential as a medical treatment destination has grown significantly in recent years, primarily due to the enhancement of medical care and the advancements made by numerous healthcare facilities in the country. Medical tourism is a rapidly expanding market segment. While some stakeholders, such as the government and hospitals, express interest in its growth, others remain cautious and lack clear action plans and communication channels. The sector's functioning is primarily hindered by the individual interests of its various stakeholders, including hospitals, clinics, health care and tourism associations, as well as representatives from Bulgarian businesses and trade authorities. According to the surveyed experts, the imposition of strict regulations and rules hinders the development of medical tourism in Bulgaria and negatively impacts the sector's ability to overcome its challenges. Medical tourism, the development of a national brand, and bilateral agreements in the field of health and tourism with target markets and countries are the elements of working for positive growth in the sector, taking its full and substantial advantage, and overcoming stagnation and negative tendencies.

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