UNWTO-探索健康旅游（英文版）-2019.8.pdf

Exploring Health TourismExecutive Summary$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 Exploring Health TourismExecutive Summary$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 Copyright 2018,World Tourism Organization(UNWTO)and European Travel Commission(ETC)Copyright cover photo:KsenijaExploring Health Tourism Executive SummaryISBN printed version:978-92-844-2029-2 ISBN electronic version:978-92-844-2030-8DOI:10.18111/9789284420308Published by the World Tourism Organization(UNWTO)and the European Travel Commission(ETC).First printing:2018.All rights reserved.The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization and the European Travel Commission concerning the legal status of any country,territory,city or area,or of its authorities or concerning the delimitation of its frontiers or boundaries.World Tourism Organization(UNWTO)European Travel Commission(ETC)Calle Poeta Joan Maragall,42 Rue du March aux Herbes 6128020 Madrid 1000 BrusselsSpain BelgiumTel.:(+34)915 678 100 Tel.:(+32)2-548 90 00Website:www.unwto.org Website:www.etc-corporate.orgE-mail:infounwto.org E-mail:Citation:World Tourism Organization and European Travel Commission(2018),Exploring Health Tourism Executive Summary,UNWTO,Madrid,DOI:https:/doi.org/10.18111/978928442030.8All UNWTO/ETC joint publications are protected by copyright.Therefore and unless otherwise specified,no part of a UNWTO/ETC publication may be reproduced,stored in a retrieval system or utilized in any form or by any means,electronic or mechanical,including photocopying,microfilm,scanning,without prior permission in writing.UNWTO and ETC encourage the dissemination of their work and are pleased to consider permissions,licensing,and translation requests related to UNWTO/ETC publications.Permission to photocopy this material in Spain must be obtained through:CEDRO,Centro Espaol de Derechos Reprogrficos Tel.:(+34)913 08 63 30Calle Alcal,26,3 Fax:(+34)913 08 63 2728014 Madrid Website:www.cedro.orgSpain E-mail:cedrocedro.org For authorization of the reproduction of UNWTO works outside of Spain,please contact one of CEDROs partner organizations,with which bilateral agreements are in place(see:www.cedro.org/en).For all remaining countries as well as for other permissions,requests should be addressed directly to the World Tourism Organization.For applications see http:/publications.unwto.org/content/rights-permissions.$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 T 5AcknowledgmentsThis study was prepared by Dr Lszl Puczk,The Tourism Observatory for Health,Wellness and Spa by Xellum&Resources for Leisure Assets,and Dr Melanie Smith,Budapest Metropolitan University&Prnu Kolledz/University of Tartu,in collaboration with Mr Keith Pollard,International Medical Travel Journal,LaingBuisson International.The study was commissioned by the European Travel Commission(ETC)and the World Tourism Organization(UNWTO).This study forms part of ETCs ongoing Market Intelligence Programme and was carried out under the supervision of ETCs Executive Unit on behalf of its Market Intelligence Committee and UNWTOs Tourism Market Intelligence and Competitiveness Department.Our thanks go to all involved,including Ms Stefanie Gallob and Ms Jennifer Iduh(ETC Executive Unit),and Ms Sandra Carvao,Ms Julia Baunemann and Mr Michel Julian(UNWTO).The European Travel Commission and the World Tourism Organization would like to thank all contributors from ETCs Market Intelligence Committee and UNWTO,for their valuable input throughout the preparation process,starting from the previous working paper.Special thanks go to Ms Emke Halassy(Hungary)for her dedication to the project.We would like to acknowledge the support of all institutions and experts involved that provided interviews,country data and case study information.Our thanks go as well to the international experts who participated in the roundtable on health tourism convened by ETC and UNWTO in Budapest with the support of the Hungarian Tourism Agency,for their important consensus-building role.Last but not least,we would like to express our appreciation to the International Medical Travel Journal,LaingBuisson International,for their support and sponsorship to this research.$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 T 7ForewordIn recent years health,wellness and medical tourism have grown exponentially.Both established and emerging destinations are increasingly tapping into the potential of this tourism segment in looking to diversify,increase revenue or tackle seasonality.Yet health tourism is still poorly-defined;data on it is fragmented and definitions and concepts of it vary significantly across countries.There is an essential need to better understand wellness and medical tourism in order to effectively seize its growth potential for sustainable tourism development.This report Exploring Health Tourism,prepared by the World Tourism Organization(UNWTO)and the European Travel Commission(ETC)with the support of the International Medical Travel Journal LaingBuisson International,proposes a consistent conceptualization of health tourism and explores travellers motivations when looking for health-related services.The study includes the first taxonomy to describe and define the intricacies of travelling for health purposes,as well as a practical toolkit for national tourism organizations and destination management organizations wanting to develop health tourism.We trust this information will provide tourism destinations,companies and institutions with a better understanding and a more accurate picture of health tourism.The following guidelines and reference case studies are designed to help them leverage opportunities to seize the potential of this emerging,complex and rapidly-changing global tourism segment.Zurab Pololikashvili Secretary-General,World Tourism Organization(UNWTO)Peter de WildePresident,European Travel Commission(ETC)$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 T 9The growing segment of health tourism Health,wellness and medical tourism have grown exponentially in recent years and are becoming increasingly relevant in many established and emerging destinations around the world.Yet,the health tourism segment is still not well defined,with differences based on geographical and linguistic characteristics and the large and wide variety of related cultural traditions.Furthermore,data is fragmented and limited.Health tourism is considered nowadays to be an emerging,global,complex and rapidly changing segment that needs to be comprehended to a greater extent in order to leverage opportunities and better address challenges.The purpose of this study prepared by the European Travel Commission(ETC)and the World Tourism Organization(UNWTO)is threefold:1.To achieve a better understanding of heath tourism at a global level,through the identification of current practices from stakeholders involved in the promotion of health tourism;2.To propose a comprehensive taxonomy with a consistent terminology to define and describe the intricate system of travelling for health purposes;and 3.To provide a practical toolkit for national tourism organizations(NTOs)and destination management organizations(DMOs)wanting to develop health tourism.The recommended definitions included in this study represent the culmination of a process starting with a working paper,the discussions and conclusion from the roundtable on health tourism convened by ETC and UNWTO in Budapest with the support of the Hungarian Tourism Agency,and the work carried out by the UNWTO Tourism Competitiveness Committee.Defining health tourism:recommended taxonomy and definitions Tourism(and travel)is an activity that can contribute to the creation or improvement of wellbeing.Health tourism covers those types of tourism which have as a primary motivation,the contribution to physical,mental and/or spiritual health through medical and wellness-based activities which increase the capacity of individuals to satisfy their own needs and function better as individuals in their environment and society.Executive summary$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 Health tourism is the umbrella term for the subtypes:wellness tourism and medical tourism.Wellness tourism is a type of tourism activity which aims to improve and balance all of the main domains of human life including physical,mental,emotional,occupational,intellectual and spiritual.The primary motivation for the wellness tourist is to engage in preventive,proactive,lifestyle enhancing activities such as fitness,healthy eating,relaxation,pampering and healing treatments.Medical tourism is a type of tourism activity which involves the use of evidence-based medical healing resources and services(both invasive and non-invasive).This may include diagnosis,treatment,cure,prevention and rehabilitation.The 22nd Session of the UNWTO General Assembly held in Chengdu,China(September 2017),adopted as Recommendations the below definitions of health tourism,medical tourism and wellness tourism.Factors shaping health tourism Time spent on leisure activities(including health care and prevention)has increased over time.More available time and increased disposable income devoted to leisure activities(e.g.,travel,entertainment,health care,personal wellbeing)are supporting healthy lifestyle motivations.Medical tourism is particularly driven by over-burdened health care and public health insurance systems.Long-term care(LTC)expenditure has risen over the past few decades in many advanced economies,with ageing population requiring more health and social care.Urbanization is a major challenge for public health.According to the United Nations,over half of worlds population live in cities,a proportion that is expected to increase to two-thirds in 2050.Urban living associated health condition and chronic diseases are leading to a growing need and demand for healthier trips,natural alternatives and escapism.Certain legal directives are also perceived as influential,especially those in medical tourism,like the European Union(EU)Directive on cross-border mobility.The Directive 2011/24/EU on patients rights in cross-border health care“clarifies that patients are entitled to seek health care abroad,including for planned care,and be reimbursed for it,in principle without having to seek prior authorisation”1.The global nature of financial markets fuels rapid developments,especially in the hospitality and spa market.Increasing investments(often as foreign direct investment)are taking place in medical tourism as well,mainly in the form of investments in technology and know-how.However,the concept of brain drain is quite common especially in the medical tourism industry(i.e.,doctors and other health care professionals choose to work in medical tourism rather than treating local residents).1 European Patients Forum(2011),EU Directive 2011/24/EU on the application of patients rights in cross-border healthcare:Legislation Guidance for Patient Organisations(online),available at:www.eu-patient.eu/globalassets/policy/crossborderhealthcare/2013-11-18_cbhc_guidance-final.pdf(27-06-2017).$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 TRapid technological developments and inventions also influence travel for health purposes.For instance,faster and less invasive,non-or minimal invasive technology(e.g.,laparoscopy)in beauty and medical treatments.Technology and innovation companies with global outreach can influence the development of medical tourism locally.Apps,wearables(or hearables)have the potential to change how users will consider health and health management in future years.M-health(mobile health)and e-health smarts solutions and real-time information can help health care providers to define personal treatment plans.Protection of personal health data(i.e.,privacy),information and malpractice legislation in health(especially in medical)tourism is paramount.The market of health tourismIn line with the continuous expansion of world tourism,an increasing number of people is travelling for health purposes.Flows have been facilitated by affordable,accessible travel and readily available information over the Internet.Due to limited,fragmented and often unreliable data,as well as varying definitions of health tourism and its components,it is difficult to estimate the size and growth of health tourism as a market.Some estimates by industry bodies point to USD 45.5 billion to USD 72 billion market size of medical tourism(Patients Beyond Borders)or USD 100 billion(Medical Tourism Association).Depending on the source estimates of the value of the medical tourism market differ greatly.Most countries that engage in delivering care to medical tourists do so to increase the level of foreign exchange earnings coming into their country and to improve their balance of payments position.Supply of health tourismThe supply of health tourism is already very wide from hotels with spas facilities,to wellness hotels and thermal baths to specialized hospitals and clinics.There are several types of facilities that can provide services in many areas of health tourism(e.g.,wellness cruises can also provide services such as spas,IVF clinics,dental or plastic surgery clinics).Operators in the health tourism supply can range from providers,brokers or hotels to certification,accreditation and insurance companies.Since a globally accepted typology of service providers is not available,the size and capacity of the actual supply(probably apart from hotels and hospitals)is not well seized.The hospitality industry recognized the growing demand and interest in health or wellbeing,and an increasing number of operators either have reshaped their services or launched new brands adapted to the new demand trend(e.g.,in the form of healthy options).$protocol:/www.e-unwto.org/doi/book/10.18111/9789284420308-Friday,August 02,2019 11:20:38 PM-IP Address:49.80.172.117 Demand of health tourism Although populations in western countries,as well as countries in the Far East are f