Greece: spa and wellness market ripe for investment

At a recent conference run by the Greek Health Tourism Council (Elitour), the Greek National Tourism Organisation (GNTO) said that Greece represents a major investment opportunity for global wellness developers and investors.  This is not because it is an underdeveloped market, but because investors can make money and that the Greek state will allow it to happen quickly and without local problems.

The conference highlighted the investment opportunities in Greece for the development of hospitality structures that offer health and wellness services. Focus was put on the competitive advantages of Greece, both in terms of geographical location, coastline, natural resources and bioclimate. Low prices for buying or renting land or real estate, as well as the relatively low cost of human resources, also help make Greece an opportunity for investment in this sector.

Greece also offers highly experienced doctors and scientific staff, state-of-the-art health facilities, high-level accommodation and catering services, in combination with the unique climate and Mediterranean diet claimed Elitour.

Greek health and wellness tourism organisation Asklepieia said it believes Greece’s history, climate, coastline and geographical positioning are some of its strongest USPs in the global wellness market.

The country has abundant thermal mineral springs (an estimated 750-800 inland), and its central European location makes it easy-to-reach for European tourists.  Elitour claims that Greece has 48 spa and wellness destinations in Greece, with 700 new projects on the way.

Greece’s emergence as a leading health and wellness market is limited by a lack of investment. For many years Greece has lamented that most local investors do not have the money or will to back medical tourism or wellness tourism.

The Global Wellness Economy Forum “From Opportunity to a Successful Development – The Greek Case” was a hybrid event, held on January 24th, 2023, in Athens.  A full recording is available here   Keith Pollard, IMTJ editor in chief, spoke at the event on “Building Credibility and Minimising the Hype”,  which is available in the attached link or in his latest IMTJ Opinion article