The Strategic Role of The Healthtürkiye Portal and Brand in Türkiye's International Health Tourism: An Examination from the Perspective of Legislation and Practice

Developed within the scope of Türkiye’s health tourism vision, the HealthTürkiye brand and portal have been positioned as a one-stop digital platform for international patients. This study examines the strategic role of the HealthTürkiye portal and brand in light of the Regulation on International Health Tourism and Tourist Health dated April 26, 2025, and related documents. The legislative analysis reveals that innovations such as mandatory membership of healthcare facilities and intermediary institutions to the HealthTürkiye portal and performance monitoring criteria ensure compliance with international quality standards and digital integration. The components of the HealthTürkiye brand make significant contributions in the areas of digitalization, service quality, patient experience, and global brand image. In practice, the membership process and performance criteria of the portal have triggered a process of institutional alignment and transformation for healthcare facilities and intermediary institutions. The model centered on the HealthTürkiye portal is evaluated in terms of the advantages it provides in transparency, supervision, and promotion, as well as the challenges it presents regarding data sharing and adaptation. As a result, the HealthTürkiye brand serves as Türkiye’s gateway to the world and assumes a strategic role in the international healthcare system. The study offers recommendations for policymakers to ensure the portal’s sustainability and data security, and for healthcare facilities and intermediary institutions to invest in digital infrastructure and service quality.