At the European Health Tourism Industry Summit 2026, held at the European Parliament, key figures from the tourism and healthcare sectors converged to discuss the burgeoning potential of health tourism within the EU. Under the leadership of Ivana Kolar and hosted by MEP Nikolina Brnjac, the summit highlighted the need for stronger coordination between tourism, healthcare, and policy-making to solidify health tourism as a key driver in the EU's future tourism strategy.

This initiative looks to respond to growing demands for wellness and quality life experiences, which have seen health tourists spending significantly more than conventional visitors. Furthermore, the summit emphasized the potential of health tourism to tackle Europe’s structural challenges like seasonality and cross-border healthcare complexities. With the EU strategy for sustainable tourism on the horizon, integrating health and wellbeing into the tourism agenda is viewed as an essential step for enhancing Europe's competitiveness and resilience.

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#Health tourism #Wellness tourism #EU Tourism Strategy #Medical tourism #Cross-regional cooperation