HEALTHCARE TOURISM IN SOUTHEAST ASIA

This article is concerned with healthcare tourism and recent initiatives in the Southeast Asian destinations of Malaysia, Singapore, and Thailand. The spectrum of provision is considered from medical tourism through cosmetic surgery to spas and alternative therapies, all areas of increasing commercial interest with considerable competition regionally and worldwide. The sector's development and marketing in the selected countries are assessed, revealing problems and opportunities, and it is shown to be highly distinctive in terms of both demand and supply. Those responsible for the management and promotion of healthcare tourism are seen to confront particular challenges and there are wider concerns that must be addressed if it is to realize its potential.