Gaza crisis has implications on medical tourism

Pictures: Israel Zion women soldiers enjoying life; destruction & funeral of Palestinian children






MIDDLE EAST:

You would not dream of going to or sending customers to Iraq or Afghanistan for medical treatment. As much as hospitals, clinics and agencies protest that politics and war is not their concern, customers watch television and read newspapers. If a country seems at war or in crisis, then it is human nature to think twice and consider an alternative destination.

Thailand and India found that political unrest and terrorism did affect medical tourism numbers, and that business as usual only returns months after the end of the problem. Other countries with unstable governments or lawless areas, suffer, despite their denials, from visitors being scared away.

With hundreds of countries now to choose from, and many thousands of hospitals,clinics, spas and centres actively seeking medical tourists, it is easy to find an alternative to a troubled country.

Tourism crisis expert David Beirman, reported in eTurboNews, made some very interesting points on the Gaza crisis, which apply to tourism and medical tourism: “In 2008, Israel, the Palestinian territories, Jordan and Egypt all enjoyed record year for tourism arrivals. One of the key reasons that these four destinations enjoyed such strong tourism inflows was because there was a general perception that they all experienced relative stability during 2008.

“However, the picture for 2009 is far less optimistic, at least for the short to medium term. In 2008, the interplay of tourism between Israel, Jordan and the Palestinian territories and Egypt was positively influenced by the relatively benign security environment. Israel, the Palestinian Authority, Jordan and Egypt face a challenging 2009. The eruption in Gaza has created a whole range of perceptual and security concerns about the safety of travelling to Israel and these concerns will also apply to Palestine, Jordan and Egypt.

“To add further intensity to the challenges the global economic downturn will mean that the four destinations will switch from being the highly affordable destinations they were in mid 2008 to relatively expensive destinations. The fact that many hoteliers in the four destinations have significantly increased their prices in recent months has exacerbated this problem. A recession usually means that travel does not stop but tourists tend to gravitate to destinations closer to home or those that are very affordable. Israel, Egypt, Jordan and Palestine have all enjoyed positive growth from the discretionary travel market and will find that their longer haul markets may look elsewhere on both security and economic grounds.”

Haifa University’s Dr Yoel Mansfeld wrote some years ago that surges of conflict and terrorism had a negative impact on tourism to Israel and the immediate region. And in his analysis, peaks and troughs in international tourism arrivals to Israel were heavily influenced by the perceived security environment. Many agencies and hospitals promote their services as medical treatment with a cheap holiday. So when the holiday trade gets hit, so will the medical tourism trade.

Hospitals and agencies in regions hit by war, terrorism and political unrest have mostly failed to connect with consumers on their concerns. Websites remain unchanged. In a period when medical tourists are less certain of their ability to pay for treatment, political problems can be the tipping point that makes them change destinations or even stay at home.

Medical tourism needs to find ways of satisfying real or imagined customer concerns. Your hospital may be hundreds of kilometres away from troubled areas, but customers’ geography is very hazy.