There is a need for constant improvement of our physical and mental health, especially following the pandemic taught us that health is one of the most important factors in our lives. At the same time, confinement, the constant use of electronic devices and access to media increased our stress. Furthermore, the lack of contact with nature generated problems such as sedentary lifestyle, overweight, deterioration of eyesight, teeth and social isolation, among others.
These factors increased the need to take care of health in people living in developed countries such as United States, Canada and England. These countries face increased costs, low quality of health services, and lack of coverage of procedures by insurers.
At the same time, interest in performing medical treatments is growing while getting to know exuberant countries. All of this has generated the need to travel to other destinations to undergo medical procedures. By 2023, the global medical tourism industry generated US$125 billion and is expected to reach US$1.8 trillion by 2030.according to the SDG report led by the United Nations.
This volume is currently generated by more than 15 million people who want to improve their physical and mental health, which represents an opportunity for Guatemala to position itself as one of the leading countries in medical and wellness services in the region.
Some of the main trends in this industry not only consider traditional health tourism, which consists of a foreign patient traveling expressly to Guatemala to undergo a procedure. Now a window is also opening to offer services to tourists who, when visiting the country, can be treated medicallyespecially in wellness tourism focused on physical, emotional and mental aspects.
In Guatemala, by 2023 it is considered that the export of health and well-being services generated 84 million dollars, with the contribution of more than 7,600 direct jobs, an annual growth of more than 10%. The main recipient countries of these services were the United States, the United Kingdom, Ireland and Belgium.
Now, the question is what procedures do tourists look for when visiting the country? The main specialty that capitalizes on this trend They are dental and dental services, followed by plastic surgery, ophthalmological services, hospital surgical services, hair transplant, weight loss, among others.
Within wellness tourism, services have been created like yoga tours, where people practice this activity in the country’s main attractions; Programs of digital detox and stress management; relaxation workshops in spas; contact with nature and psychological care for addiction management and treatments. One of the new wellness programs is the volunteer tourismwhere people live in communities to support their needs, learn regarding their culture and become aware of the lifestyle.
The health and wellness tourism industry offers significant advantages for Guatemala, such as increasing the average income spent by tourists, which is 3 to 4 times higher than that of a traditional tourist. This is because the trip to undergo medical treatments requires a minimum of 7 days and tourists usually travel with one or two companions, which would generate a substantial increase in the foreign currency received by the country.
Additionally, the development of this industry generates qualified jobs with salaries above average and strengthens the sustainable tourism ecosystem. Guatemala has a unique opportunity to grow in this industry thanks to its proximity to main markets, direct flights to North America and Europe, prices very competitive and lower than those of the tourist’s country of origin, cultural affinity, the English language and mainly, the quality of medical professionals.
Many of them have studied at local and international universities, generating a quality equal to or superior to what tourists would find in their country. The use of technology has been crucial for the growth of medical services for tourists. For example, The country has innovated with the use of 3D printers for the generation of dental prostheses; virtual and augmented reality to show what a patient would look like following plastic surgery treatment; telemedicine for the care of visual specialists and patient monitoring; and patient file management systems through blockchain, among others.
There are great challenges to develop the industry, starting with the image of the countrywhere a perception of risk and insecurity prevails.
The lack of qualified bilingual workforce and installed capacity in healthcare facilities in the country are also significant challenges. Seeing this potential, Agexport founded in 2010 the Tourism and Health Commission within the service sector.
This commission, currently made up of more than 50 partners with specialties in dental dental centers, main hospitals in the country, plastic surgery clinics, vision centers, wellness centers and spas, laboratories and medical schools of prestigious universities, it is based on three pillars: the business development of its partners through of a self-assessment of their business maturity models, the improvement of quality standards through local or international certifications, such as the “International Medical Tourism Experience Certification”the commercial increase with its care units and its own page in English to attract foreign patients with the page developed for the promotion of the industry and, finally, the development of the skills of its work teams through tools and job skills. If you want to know more regarding the commission you can go to
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