The global experience of medical tourism: successful Turkish practices and their adaptation in Kazakhstan, considering challenges, barriers and prospects

Medical tourism is an important component of the global economy, reflecting modern socio-economic trends. This article presents a comparative analysis of medical tourism in Turkey and Kazakhstan, utilizing Turkish successful practices that can be adapted for the development of this sector in Kazakhstan. The relevance of this topic is driven by the need to diversify Kazakhstan’s economy and enhance the country’s competitiveness in the medical tourism market. Over the past decade, Turkey has become one of the leaders in this field due to government support, effective marketing, a competitive pricing policy, and the active implementation of international quality standards for medical services. The aim of this study is to develop recommendations for increasing the potential of medical tourism in the Republic of Kazakhstan based on a comparative analysis of this sector’s development in Turkey and Kazakhstan. The research includes an analysis of the current state of medical tourism in developed countries, a comparative assessment of the quality of medical services, the level of government support, and marketing strategies. The results of the analysis help identify key strengths that contribute to the development of medical tourism in Kazakhstan. Additionally, recommendations are proposed for adapting Turkish successful practices, considering national characteristics and the modern economic development of both countries. This study has practical significance as it contributes to the formation of a strategy for developing medical tourism in Kazakhstan. This, in turn, can become a driver of further economic growth for the country and improve the quality of life for the population in the context of post-pandemic recovery in the tourism industry.