Shiraz Medical Tourism Industry: Development Strategies

Background: Medical tourism industry with global revenue of around 20 billion dollars in 2005 is one of the largest industries in the world. Absorbing a percentage of this amount can have a significant impact on medical tourism economy of Asian countries, including Iran. The aim of this study was to provide solutions for attracting medical tourists in Shiraz. Methods: This qualitative study was carried out on health care management specialists, hospital administrators, statistics and medical records' specialists, as well as medical tourism officials in Shiraz University of medical sciences. The participants were selected using targeted sampling method. Focused-group discussion and personal interview techniques were used to obtain the participants' viewpoints.  Results: Interviews with experts about the strategies for improving medical tourists’ attraction led to determination of 44 different solutions represented as varied marketing strategies. Conclusion: Applying the offered solutions in different marketing strategies by the relevant managers and authorities of medical tourism can lead to increase of medical tourists' attraction on public and private hospitals in Shiraz city. &nbsp