ITB Berlin 2025: Medical & Health Tourism segment gives growth market a main platform

Clinics, hospitals, hotels, destinations and event organisers are inviting trade visitors to find out about the latest medical & health tourism trends and developments. Exhibitors and partners include the Croatian Chamber of Economy, medical travel providers, clinics from Turkey and Germany, including Kliniken Maria Hilf Möchengladbach, as well as international partners such as the European Historic Thermal Towns Association (EHTTA), the European Spas Association (ESPA) and the Health Tourism Industry (HTI). The exhibition area also features a meeting lounge for networking and a wide-ranging programme on the Medical & Health Tourism Stage.

On the Medical & Health Tourism Stage, daily from 10 a.m. to 5 p.m., the focus will be on fascinating presentations, panel discussions, product launches and expert interviews on best practices at destinations which have established themselves in the medical tourism market. Discussions on topics such as ’Thermal Destinations facing Climate Change and Sustainability’ and wellness trends in medical tourism will provide valuable market insights for trade visitors, buyers, agencies and the media.

Under the heading ’Demographic Changes – New Concepts in Health Tourism and Longevity, the Role of Promoting Health Tourism, Thermal Springs and Climate Resorts’, prominent industry figures including Olga Gončarova (CEO, Lithuania Travel), Martin Plachý (CEO, Royal Spa) and Frank Halmos (CEO, Ensana Hotels) will discuss innovative approaches in the face of demographic change. Csilla Mezösi (secretary general of the European Spas Association) will moderate the event.

Parallel with the growing importance of medical tourism, Düsseldorf is emerging as a centre for this market. Dimitri Belov (head of Health Marketing, Düsseldorf Tourismus GmbH), will offer fascinating insights into the city’s strategies.

In an inspirational keynote speech, Prof. Diana Cuevas (president of the World Council for Medical Tourism) will shed light on why medical tourism is becoming an indispensable part of the international hospitality industry.

Bulgaria is positioning itself as a leading destination for affordable luxury and natural wellness experiences. Miroslav Borshosh (Bulgarian tourism minister) and Dr. Siyka Katsarova (president of the Bulgarian Union of Balneology and Spa Tourism) will show how the country is making its spa tourism even more attractive.

Accredited journalists can take advantage of specific events to obtain first-hand information. Following the opening of the Medical & Health Tourism Pavilion on 4 March at 12.30 p.m., media representatives can network with exhibitors at the Medical & Health Media Reception, which is being sponsored by Visit Düsseldorf for the first time. The Media Reception on 4 March provides an opportunity to exchange ideas with industry players in an exclusive setting. To take part you can register here.

At the end of day one (4 March), trade visitors can network with exhibitors in a relaxed atmosphere at the Medical & Health Networking Reception in the Medical & Health Pavilion from 5 p.m.

The ITB Medical Night will take place on the Wednesday of ITB (5 March). The highlight of the evening will be the presentation of the ITB Medical Tourism Award, which will be awarded by an international jury of experts, as well as the ITB Health Tourism Award, which this year is being presented for the first time. This year’s awards go to Türkiye and Lithuania. The event starts at 7 p.m.

On 6 March at the ITB Berlin Convention, the session titled Body and Mind – Transformative Hospitality will examine how the hotel industry is redefining itself in the medical, health and wellness market. At a panel discussion including Dr. Prem Jagyasi (physician and CEO, Dr. Prem and Associates, India) and moderated by Thomas Bömkes (ITB Medical & Health Tourism advisor, Diversity Tourism GmbH) and Valentina Clerque (EHL Campus Lusanne), innovative approaches and concepts will be presented showing how the hotel industry can become a successful player at destinations with a focus on wellness and medical tourism.

Full details of the programme will be available online in mid-February at https://www.itb.com/en/trade-show-brands/segments/medical-tourism/.