Croatia is Ready for Health Tourism

Health tourism, as a specific form of tourism on a global level, is growing at a rate of 15 to 20 percent per year and is strategically important for Croatian tourism. For example, medical tourism, one of the segments of health tourism, is valued at between 44 and 60 billion dollars annually, as discussed at the tourism forum ‘Crikvenica – Riviera of Health’ held on the occasion of the 125th anniversary of Crikvenica tourism on Thursday, September 25, at Thalassotherapy in Crikvenica, organized by the Tourist Board of the City of Crikvenica and the City of Crikvenica.

When considering the entirety of health tourism or health tourism, i.e., other selective forms of tourism serving health tourism, such as spa & wellness tourism, gastro tourism, cultural and sports tourism, longevity tourism, and second residence tourism, this figure at the global level at least triples.

In Croatia, there is potential to generate revenue exceeding 1.2 billion euros from the so-called second residence tourism within the framework of the project ‘Croatia – Florida Europe’, and further, within a suitably structured and modernly designed cluster, more than 2.6 billion euros annually, by gradually developing the health tourism system from the level of mental and physical renewal to more complex medical tourism procedures.

What should we do to avoid wasting another historical opportunity for Croatian tourism?

There are plans, but action is lacking

We are not lacking in plans. An action plan for the development of Croatian health tourism is being developed. The ministries of health and tourism are working together to establish a system of minimum standards for equipment, safety, service quality, and sustainable, green environmental business practices. The Primorje-Gorski Kotar County has adopted the ‘Strategy for the Development of the Health Industry 2013 – 2020’ and is now intensively developing an appropriate action plan.

However, there is a lack of synergy or, rather, bolder engagement in various models of public-private partnerships for these plans to come to fruition. Everyone talks about unity, but it seems that achieving it in practice is the most challenging. Specifically, Crikvenica was recognized as one of the potential higher-quality health tourism destinations in the Kvarner region due to its unique climate, geographical position, topography, and flora and fauna as early as the late 19th century, specifically in 1888. With the construction of the first public wooden sea bathing facility and the first hotel, the establishment of the Crikvenica joint-stock company, and the recording of meteorological data, Crikvenica has established itself as a bathing and health destination.

What specifically can be done?

However, much time has passed since then, and everything that has been done so far resembles the individual creation of world-class athletes thanks to the ambition of their parents rather than systematic work by institutions. Indeed, Crikvenica’s Thalassotherapy has fought to maintain the perception and status of one of the historical bearers of health tourism (for its true shine, according to current estimates, it needs around 24 million euros in several phases), and Terme Selce has gained fame for therapeutic procedures for many world and Olympic medalists (more than 120 have undergone their treatments), domestic and foreign clubs, and national teams, which confirms the validity of the thesis about the immense, but so far unrealized soft export of our total health potentials. The synergy and systematic destination work in this selective area have been lacking (and still are).

What can specifically be done in the case of Crikvenica? Strategically commit to health tourism as the main development option, tactically implement a small steps policy, develop a simple and rational initial model of the Crikvenica health tourism cluster based on an association model with a narrow first circle of founders, and establish an initial umbrella portfolio of products: from physical and mental renewal and anti-stress programs to more complex forms of medical tourism: from dental tourism and barotherapy, which are already being offered alongside Thalassotherapy, to, for example, plastic surgery and orthopedics, developed in the Rijeka area.

Instead of a conclusion, here is a thought expressed at the meeting: the time has come for Croatia – and in this case, Crikvenica – to preserve the health of many, just as Switzerland has preserved the money of others.