The challenges of developing health tourism in the Balkans

Sa？etak This paper analyses some of the challenges of developing health tourism in the Balkan region. It focuses on eleven countries, namely Albania, Bosnia and Hercegovina, Bulgaria, Croatia, Greece, Macedonia, Montenegro, Romania, Serbia, Slovenia and Turkey. Although the region has a long history and traditions of health tourism including balneology and spas, it has been difficult to develop destinations and facilities beyond domestic, state-supported tou-rism. The reasons for this are numerous, including instability and conflict, political mismanagement and corruption, lack of funding, limited infrastructural development, poor levels of service, and inadequate marketing. In order to research further the challenges and opportunities for health tourism in the Balkan region, a two-round Delphi study was undertaken with health tourism experts from or with a special interest in the Balkan region. They were asked to identify the main unique selling propositions for health and wellbeing; to suggest products and destinations; to comment on existing and desired collaborations in health and wellbeing; and to explain the main challenges and opportunities for developing health tourism in the region. Based on a selective analysis of these findings, this paper offers suggestions for overcoming some of these challenges and makes recommendations for new product development and enhanced promotion of health tourism in the region