Health tourism as a destination marketing tool: The Istanbul case

The aim of this study is to analyse health tourism as a destination marketing tool through Istanbul. Tourism movements, which involve the movement of individuals from one place of residence to another for various reasons, are also carried out today in order to be treated and to be healthier. Turkey ranks high in the number of visitors and tourism revenues with its tourism potential. Health tourism, which has been included in the development plans prepared in Turkey since 1963, has been more prominently included in the eleventh and twelfth development plans prepared in 2019-2023 and 2024-2028. In the twelfth development plan, which is currently in operation, there are plans for the branding of health tourism. Istanbul, which is one of the most important touristic destinations of Turkey, is considered as a prominent destination among the world tourism destinations with its geographical location, historical and cultural richness, natural and artificial attractions, accommodation and food and beverage facilities with high service quality. Istanbul is seen as a unique destination where tourism can be active for twelve months of the year. Istanbul has started to gain a place among health tourism destinations with its health infrastructure, modern and state-of-the-art health facilities, transport facilities, geographical location and high service quality. In this study, Istanbul and health tourism are discussed within the scope of the literature and suggestions are presented on how health tourism can be developed in Istanbul as a destination marketing tool.