A recent study by Elitour, funded by the European Bank for Reconstruction and Development, places Greece fifth worldwide—alongside India—among wellness-tourism destinations, with Thailand leading the rankings. Yet despite its strong appeal, Greece ranks only 45th globally in revenue generation from this sector, revealing significant untapped potential.
The country is also one of the world’s five “blue zones,” home to notably high numbers of centenarians, beginning with Ikaria. Meanwhile, Greece’s medical-tourism turnover reaches about 100 million euros, of which 22 million euros stems from emergency medical services—another indicator of how much room the market has to grow.
Overall, wellness tourism in Greece is currently valued at 3 billion euros, including hotel infrastructure, with projections suggesting it could climb to15 billion euros in the coming years. The study outlines steps requiring 13 million euros in investment to unlock future returns worth billions.
Presenting the findings, George Antypas, president of Revival Consulting Services, noted that wellness tourism represents a market ten times larger than medical tourism, yet small and medium-sized enterprises struggle to access available financing tools. He stressed the need for regulatory frameworks, infrastructure, staff training and digital upskilling.
Wellness already accounts for 10% of Greece’s tourism GDP, and with proper funding and international partnerships, small spas could evolve into major wellness centers. “The goal,” Antypas said, “is to be recognized globally as a destination for medical and wellness tourism.”
Elitour president George Patoulis emphasized that medical tourism and wellness tourism are distinct sectors—one focused on high-quality medical procedures, the other on holistic rejuvenation—but Greece holds strong advantages in both. The country offers specialized medical services at competitive prices, from dialysis to IVF and dental care, drawing patients from the UK, Germany and the Middle East.
With a mild climate, more than 750 thermal springs, the Mediterranean diet, rich culture and hospitality, Greece has the assets to lead—yet currently exploits less than 30% of its potential. Key weaknesses remain: the lack of a national strategy, bureaucratic hurdles, limited spa and wellness centers, transport gaps and vulnerability to global crises.
