It was a privilege to have been invited to the Seoul International Travel Mart for Medical Tourism this September. An event, with a strong focus on Korean healthcare providers and their connections to foreign markets. Organized by the Seoul Tourism Organisation and the Seoul Metropolitan Government, the event certainly was something the organizers should take pride in. Korean healthcare providers are lucky to have the backing of official stakeholders that use their resources to promote the domestic health and medical tourism infrastructure.

South Korea as a medical tourism destination

I am preparing a longer piece on the rise of Korea in health and medical tourism and the approach they have chosen to get to and stay at the pinnacle of the industry. For this piece, a few details shall give readers new to the industry and region a good idea about where South Korea stands.

Within a bit more than 10 years, South Korea has managed to 10x their inbound medical tourists, a feat not accomplished by many destinations. This would not have been possible without a determined strategic approach and careful implementation of the chosen techniques and systems. The next graph sheds some light on the origin of the most common medical tourists in South Korea.

About SITMMT 2024

It’s easy to tell that South Korea certainly delivered on their ambition to become a leading medical tourism destination - something I also eluded to in my remarks and toast as the buyer’s representative during the first evening’s dinner.

My follow-up piece on national medical tourism strategies will go into the larger-scale efforts and mechanisms that drove the destination’s success. Still, it makes sense to look at SITMMT 2024 in isolation and derive conclusions as to what makes it a great event.

1. Clear target and understanding of success

   The event intends to promote local healthcare providers to international stakeholders, medical tourism facilitators and travel agencies. Promoting domestic providers is the target; this is made clear to all participants. The event is unambiguous in what visitors can and should expect, ensuring an alignment of expectations. It also allows attendees to plan and prepare accordingly.

   
   

2. The conference design follows the target

   The conference design is heavily informed by the organizer’s aim. International buyers are invited to meet with local sellers primarily*. Every buyer is placed in their own booth, and appointments are made prior to the event through an online platform. The platform, albeit a bit slow, serves is purpose to let both sides search for counterparts in the industries and regions they are interested in and lets them schedule meetings during the conference times.

   Buyers won’t have to find their way through the booths, they can stay in place while every 20 minutes another seller presents themselves to them. It is enough time for mutual introductions, establish initial interest in cooperation and discuss follow-up engagements.

   The organizers also provide an interpreter to each buyer who stays with them throughout all meetings and aids in communication.

   
   

3. Great planning and follow-through

   Anyone who has experienced a well-organised event will understand the point I am making here. Having a team of diligent staffers that keep conference guests appraised of all details and next steps to ensure nobody misses any relevant events or gets left behind is worth so much. It ensures that the plans that have been established are followed through with and thus capture the goal of the event in its execution. The organizers of SITMMT 24 understood the task and delivered on it. Any questions I had before or during the event were swiftly responded to and taken care of.

   
   

4. Willingness to invest

   The organizers of SITMMT 24 understand return on investment (ROI). Besides general conference expenditures, they also financed the attendance of a couple of choice buyers. By doing so, they succeeded in at least two ways. First, the obvious one is to attract as many foreign buyers as possible. On another level, they manifest South Korea as a serious place for business with high intent and reflect positively on their companies. They have managed to do both, and they understand that this investment will be returned manifold in the future through the various cooperations that will be established as a consequence of their approach. Their investment will pay off through future medical tourism and general tourism returns.

   
   

5. Motivated and keen organisers

   I had the chance to speak with the organizers of the event, the Seoul Metropolitan Government and Seoul Tourism Organisation. The sincerity of their ambition and conviction in the country’s ambitions were tangible. Great leadership is often a prerequisite to success in large-scale efforts, and without building conviction amongst every rung, it is hardly achieved.

I had the chance to meet and chat with the event organisers, the Seoul Metropolitan Government and Seoul Tourism Organisation. A fantastic set of ambitious people with significant convictions.

The only things I missed during the event were opportunities and presentations on medical tours in general, best practices, outstanding cases and the industry’s systems and techniques. This could have been done without compromising the event's goals. But at the same time it also depends on the attendees, whether they are interested in hearing and engaging in these conversations. Even in light of that, the event was outstanding.

SITMMT 24 was a success. Both, I am sure for the attendees, but also for the organizers. The vision South Korea has manifested a bit over a decade ago is being continuously and tirelessly pursued and upheld. The event was a best-practice example of a medical tourism event. I was delighted that no “fake” awards were handed out - a phenomenon now all too common and most accurately described as a scam.

*I am not a friend of the industry’s usage of “buyer” and “seller” in medical tourism. Generally, a seller refers to healthcare providers (hospitals, clinics, etc.) and buyers to those commissioning their healthcare services (patients, agencies, facilitators, insurance companies). While this allows for clear definitions and definitions, I think it misses the nuances.