AI DRIVEN TRANSFORMATION OF ROMANIA’S MEDICAL TOURISM SECTOR: A STRATEGIC PERSPECTIVE

Romania’s medical tourism sector has gained visibility in recent years, driven by the country’s competitive healthcare costs, skilled medical professionals, and established spa and wellness traditions. However, the industry remains fragmented and faces challenges related to infrastructure, regulation, and international positioning. This paper explores the transformative potential of artificial intelligence (AI) as a strategic driver for Romania’s medical tourism sector. Drawing on recent literature and case studies from Bucharest, Cluj-Napoca, and Iași, the analysis suggests that AI can significantly enhance clinical outcomes, operational efficiency, and patient experiences, thereby strengthening Romania’s competitiveness in the European medical tourism market. At the same time, barriers such as regulatory uncertainty, technological disparities, and workforce readiness must be addressed. The paper proposes a strategic roadmap that includes regulatory harmonization, development of AI-enabled medical tourism clusters, public-private partnerships, digital infrastructure investment, patient-centered applications, and professional training. By leveraging these opportunities, Romania can position itself as a technologically advanced, patient-centered, and internationally competitive destination for medical tourism.