Project Description

UAE as Medical Tourism Destination

  • Global medical tourism market is estimated to be USD 71 billion in 2020 and expected to increase at a CAGR of 9.7% during 2020-2025
  • Customers for medical tourism can be divided into cost focused, quality focused and experiential. Customers from GCC countries mainly search for quality healthcare service, while South Asian customers look for cost and value for money. Customers from developed countries are mainly in search for combination of all (quality, cost, and experience)
  • Oncology, cardiovascular surgery, Orthopedic, and neurological treatments are most sought after services in medical tourism. In 2020, combined spending on these treatments accounted for over 50% of total medical tourism spend.
  • Developed countries are source of outbound medical tourists which look for cost savings and quality, while Asia and African countries are source of outbound tourists which look for services unavailable in their country.
  • For cost conscious and value for money service seeking customers, it can highlight the mix of quality and cost – high quality at moderately higher cost. For experience seeking customers, it has some of the best tourist destinations in the Middle East, which can be leveraged to attract the medical tourists

Table of Content:

Research objective, Market Definitions, and Research Approach

Executive Summary

  • Service Attractiveness
  • Marketing Strategy Overview
  • Conclusion and Recommendation

Govt. Funding on citizen treatment in Foreign Countries 2020

  • KSA
  • Qatar
  • Bahrain
  • Eastern Europe (Poland & Romania)
  • North Africa (Algeria, Morocco)
  • Israel
  • India

Global Medical Tourism Market 2020 (by value and volume)

  • Key Destinations
  • Popular Medical Services
  • Share of GCC and the UAE (estimated)

Key Drivers for Abu Dhabi Being Medical Tourism Destination

  • Abu Dhabi Value Proposition over other destinations such as USA, Singapore, and Germany
  • Cost benchmarking for popular medical services – Abu Dhabi vs 3 others (selected based on research and finalized with client discussion)

Major challenges in inbound medical tourism for Abu Dhabi

  • GCC countries development of healthcare infrastructure
  • Strict international travel restriction amid pandemic will restrain medical tourism in medium term

Marketing Plan to Promote Abu Dhabi as Medical Tourism Destination

  • Tentative Budget
  • Target Markets in Budget of:
    • AED 10 million
    • AED 20 million
    • AED 30 million


  • Market Success Probability
  • Investment drivers and risk
  • Key success factors/Considerations
  • Conclusion