Health tourism in Serbia has been on the rise in recent years. According to sector data and estimates from professional associations, between 40,000 and 60,000 foreign patients visit the country annually, most commonly for dental treatments, cosmetic surgery, rehabilitation, and orthopaedic procedures.
Most of them come from countries with a significant Serbian diaspora, such as Germany, Switzerland, Austria, the USA, and Australia. These patients often take the opportunity to combine medical services with tourism, which further contributes to the local economy.
However, according to the Tourism Association within the Serbian Chamber of Commerce (PKS), despite the steady increase in interest, the sector’s full potential has yet to be realised.
“Serbia has natural resources, highly educated medical staff, and competitive prices, but lacks strategic approaches to promotion and infrastructure development, which limits the full economic impact of health tourism,” they told Biznis.rs.
“Within the scope of health tourism, Serbia mainly offers dental services, which account for up to 80 percent of the total demand from foreign patients. In addition, cosmetic and plastic surgery, orthopaedics, reproductive medicine, cardiology procedures, as well as physical therapy and rehabilitation services, are also in high demand,” they noted.
As for prices, they are significantly lower compared to those in EU countries and the United States – on average between 50 and 70 percent cheaper.
“For example, dental implants, which can cost over €3,000 in Western Europe, are available in Serbia for between €800 and €1,500. Cosmetic surgeries and orthopaedic procedures are also much more affordable. This price competitiveness, combined with professional staff and positive patient experiences, positions Serbia as an attractive destination for medical services,” the PKS stated.
Regarding financial inflow from this type of tourism, the association noted that there is currently no unified official statistic that covers all key parameters of health tourism – such as total revenue, exact number of visitors, their countries of origin, and the most frequently sought procedures.
Turkey’s health tourism revenue exceeds three billion dollars
Globally, health tourism is a sector experiencing extremely dynamic growth. Among the most well-known destinations are Turkey, Hungary, Poland, Spain, Thailand, India, and Mexico.
“Turkey, for instance, generates over three billion dollars annually from health tourism and attracts a huge number of patients from Europe and Asia, particularly for cosmetic surgery, hair transplants, and dental care. Poland and Hungary are renowned for dental services and physical therapy. These countries have developed strong promotion strategies and offer complete packages – from medical services to logistics, accommodation, and tourist content – which make them competitive in both the European and global markets. Serbia, although very competitive in terms of price, still does not hold a prominent place on these lists due to a lack of systematic marketing and institutional support,” the PKS explained.
Asked what is needed for health tourism in Serbia to reach its full potential, the interviewees highlighted the need for several key measures.
The first step would be to establish a central database of statistical data on foreign health service users, the procedures they use, and the revenue generated by healthcare institutions.
“Further investment is needed in the modernisation and digitalisation of spa and rehabilitation centres, of which Serbia has more than 50, though many are not adequately equipped to serve foreign patients. Stronger institutional support is also essential, through international promotion of Serbia as a healthcare destination, as well as the development of specialised medical-tourism packages aimed at the diaspora and Western European markets. Strengthening public-private partnerships, supporting accreditation processes for healthcare institutions according to international standards, and improving language, logistical, and post-treatment support for foreign patients would also be beneficial,” concluded the Tourism Association of the Serbian Chamber of Commerce.
(Biznis.rs, 22.07.2025)