SWOT analysis on the health tourism potential of Gazipaşa

The tourism sector is a dynamic and rapidly evolving field that makes a significant contribution to the economy. In recent years, the increase in life expectancy and the growing awareness of healthy living have altered travel motivations, leading to a diversification of tourism demand. In this context, health tourism has emerged as a form of travel undertaken by individuals seeking to maintain, improve, or restore their health outside their place of residence. Globally, health tourism has gained growing importance and encompasses a wide spectrum of activities, including medical treatment, rehabilitation, wellness, and healthy lifestyle practices. Türkiye has become a prominent destination for health tourism, owing to its natural resources, high-quality healthcare services, and competitive pricing. The purpose of this study is to analyze the health tourism potential of the Gazipaşa district by identifying its strengths, weaknesses, opportunities, and threats, and to propose strategic recommendations for building a sustainable and differentiated destination identity, particularly in niche areas such as senior tourism, accessible tourism, rehabilitation, and wellness. Drawing on literature review, field research, and SWOT analysis, the study evaluates Gazipaşa's overall suitability for health tourism development. The findings reveal that Gazipaşa possesses significant potential not for large-scale medical tourism but rather for senior-friendly, accessible, and wellness- oriented tourism initiatives. The district's natural environment, clean air, low-density urban structure, tropical agricultural products, Ilıca Thermal Spring, and the accessibility provided by Gazipaşa Airport offer unique advantages for health-oriented travel. However, the lack of accreditation, insufficient infrastructure, limited foreign language proficiency among staff, inadequate accessible facilities, and weak promotional strategies were identified as factors limiting its competitiveness. In conclusion, the study demonstrates that Gazipaşa has the capacity to develop a sustainable and distinctive niche destination identity, yet achieving this potential requires effective strategic planning, infrastructure improvement, and institutional capacity building. This research is expected to contribute to Türkiye's national health tourism policies and to guide the future development of health tourism in the Gazipaşa region. Keywords: Health Tourism, Gazipaşa, Medical Tourism, Thermal Tourism, Alternative Tourism