Developments in the medical tourism market in Poland from the perspective of international factors

Purpose The aim of this article is to present the changes in the medical tourism market due to shifting in consumer behavior, international competition and the influence of political factors. Design/methodology/approach The article is based on the author’s own qualitative research carried out between November 2023 and January 2024 within medical clinics dealing actively with medical tourism in Poland and is supported by partial statistical data as well as estimates of the entire phenomenon over a five-year period. Findings The most important factors influencing the change in the tourism market relate to the emergence of new international competitors, challenges related to the image of the country and region as a destination, the impact of changes in the healthcare system on tourists' needs and inbound medical tourism. The changes also relate to the services sought and are driven by megatrends. The article also indirectly points to barriers to the development of extensive cooperation for the creation of medical tourism destinations. Research limitations/implications The article provides practical knowledge from important players in the market on factors influencing success in the medical tourism market. It is also possible to deduce from the interviews which factors enable a sustainable competitive advantage in the market. This can serve as a guideline for other clinics. Originality/value The article provides practical knowledge from important players in the market on factors influencing success in the medical tourism market. It is also possible to deduce from the interviews which factors enable a sustainable competitive advantage in the market. This can serve as a guideline for other clinics. They should focus on very high-quality specialized procurements, as low prices are no longer a factor in gaining victory over the competition.