Medical Tourism and Sustainable Regional Development: Evidence from Imereti, Georgia

Abstract

Medical tourism has become one of the fastest-growing segments of the global tourism industry, driven by increasing healthcare costs, aging populations, and growing demand for wellness and preventive health services. This paper examines the development potential of medical tourism in Imereti, Georgia, and analyzes its contribution to sustainable regional development. Imereti is characterized by rich balneological resources, including mineral and thermal waters, established spa traditions, and improving tourism infrastructure. The study employs a qualitative methodology based on desk research, literature review, and secondary data analysis, complemented by a SWOT framework.
The findings indicate that medical tourism can significantly contribute to regional economic diversification, employment creation, investment attraction, and infrastructure development. Moreover, the integration of medical, wellness, and wine tourism offers a unique competitive advantage for the region. However, challenges such as limited international accreditation, insufficient global marketing, and infrastructure gaps still constrain development. The study concludes that strategic policy interventions and sustainable planning are necessary for positioning Imereti as a competitive medical tourism destination in the Black Sea region.