" There should be more familiarisation tours organised by hospitals or operators offering healthcare, medical and wellness tourism for our members so we have a better understanding of the products.”
– Diana Lee (MTGC executive secretary) –

PETALING JAYA : Medical tourism is gaining popularity in Asian countries and there are many reasons why the countries are getting the attention. With healthcare costs rising in the West and consumers tightening their belts, many seek healthcare services in countries where medical treatment costs less yet come with quality. Global Travel Industry News website states that Asian countries like Malaysia, Thailand and Singapore are favourites among medical tourists due to the signifi cantly cheaper health care which can cost as little as 10% compared to care in the US, but still provide quality treatment by medical experts who have been trained in the US, UK and other western countries. In terms of global market value, the medical tourism industry is expected to reach US$4.4 billion (RM15.6 billion) by 2012. In 2007, 545,293 out of the 20.9 million tourists who visited Malaysia came for the purpose of health treatment. From 2004 to 2008, the number of foreign patients expanded by 20% in terms of patients and 30% in terms of revenue. Health Ministry under-secretary (policy and international relations division) Choy Lup Bong said tourists mainly come to Malaysia for cosmetic surgery and alternative medicine. “Apart from being a country which is high in cost savings, it is also an attractive location for recuperation. In fact, some hotels in Malaysia have begun promoting themselves as medical tourist-friendly hotels. “Also, 36 private hospitals have been identified by the ministry to promote Malaysia as a medical tourism destination. Some of the reasons why medical tourism is gaining popularity in Asian countries are due to the favourable exchange rate which makes medical procedures an incredible value to foreign visitors. “Lower medical costs means more money is available for family members and friends to accompany the patients,” he added. He said companions need accommodation; at the same time, they also want to visit attractions in the city. “Thus, medical tourism not only benefits the medical industry but also other travel-related industries.” In a Malaysia Health Seminar organised recently by Tourism Malaysia, industry players felt that more can be done to improve the medical tourism sector in the country. Nazar Travels and Tours Sdn Bhd managing director K. Narayanan said only a few travel agents promote medical tourism as it lacks a workable business model that would benefit private hospitals and travel agents.

“Unlike hotels, private hospitals do not have different rates for foreigners or locals, so there is no incentive for travel agents,” explained Narayanan. He said travel agents receive some incentives from hotels “but there are no agreements between hospitals and travel agents”. “Unless there is a workable business model that benefits both parties (hospitals and travel agents), then there will be less acceptance by agents to promote medical tourism,” he added.

The Malaysian Tourist Guides Council (MTGC) says guides find it difficult to promote or answer questions regarding products or services offered by hospitals or operators offering healthcare, medical and wellness tourism.

“There should be more familiarisation tours organised by hospitals or operators offering healthcare, medical and wellness tourism for our members so we have a better understanding of the products,” said MTGC executive secretary Diana Lee.

“Most of the time, we (guides) do our own reading and research.” Tourism Malaysia director (research and industry development) Zulkifl y Md Said said the government had set up a council to focus on medical tourism chaired by the Economic Planning Unit (EPU).

The council members comprise the Health and Tourism Ministries, Malaysia External Trade Development Corporation (Matrade), Malaysian Industrial Development Authority (Mida) and Association of Private Hospitals of Malaysia.

The Health Ministry will also be introducing “Malaysia Healthcare” to promote health tourism in the country. Zulkifly said Tourism Malaysia will embark on a threeyear plan of extensive data collection and market profile on health tourism, and launch extensive media, promotional activities and familiarisation trips.

-- by Hemananthani Sivanandam