Colombia is consolidating its position as a key destination for medical tourism: What are the reasons behind this boom?

In recent years, Colombia has positioned itself as one of the preferred destinations for travelers. This decision is partly related to the wide variety of experiences the country offers: nature tours, cultural tours, adventure tours, and sun and sand tours.

However, travelers have also become interested in other key segments, such as wellness and health tourism. Some of the reasons behind this increase are the quality and technology of the services , as well as significantly lower prices than in other countries, primarily in Europe and the United States.

Ana María Medina, a leader of Sura medical tourism, explained to EL TIEMPO that the objective of this type of tourism is to seek healthcare services outside of one's place of origin, whether due to technical difficulties, specialization, or access.

According to figures from Colombian Migration and DANE (National Statistics Institute), the arrival of foreign visitors to the country for this type of procedure increased by 7 percent in 2024 compared to 2023. The countries from which the largest number of tourists come for this type of procedure are: the United States (41 percent), the Netherlands (18 percent), and Panama (7 percent) . Arrivals are recorded primarily in three cities: Bogotá, Cali, and Medellín.

Medina asserts that the country has extensive experience in this segment, having worked on the internationalization of health services for more than 25 to 30 years.

"Colombia has evolved not only in terms of technical quality, with a focus on international accreditation and meeting standards that allow for comparing the national healthcare offering with that of the best places in the world, but also in the development of international offices in the various healthcare entities , focused on ensuring a unique and memorable experience for people coming from abroad," he explains.

According to Medina, there are two types of patients. On the one hand, there are those who come to Colombia seeking private services, usually not covered by insurance , such as dental, ophthalmological, fertility, plastic surgery, and physical examinations.

On the other hand, it is increasingly evident that, given the poor health conditions in neighboring Latin American countries and the high costs in the United States, many patients travel to the country for oncology, cardiac surgery, neurosurgery, and orthopedic procedures through their insurance companies.

Colombia, Medina points out, is attractive to these patients for three fundamental reasons:

First, quality: the country has health institutions recognized in Latin America and certified by the Joint Commission International , such as the Cardioinfantil Foundation in Bogotá, the Valle del Lili Foundation in Cali, and the Pablo Tobón Uribe Hospital in Medellín.

In addition, there are more than 60 institutions that comply with some type of local or international accreditation. " Colombian regulations, compared to the region, are highly demanding for institutions to be accredited and comply with the processes," he adds.

The second variable is price. According to Medina, Colombia is highly competitive because these types of services are tax-exempt and because the cost of living is relatively low. This has a positive impact on aspects such as medical fees, surgical materials, and medications.

Finally, the empathy and humane treatment towards the patient stands out.

The increase in visitors has a positive impact not only on institutions but also on the economy of cities. “ Medical tourists are timeless, meaning they don't respond to a vacation dynamic, but rather come year-round. Furthermore, they usually come accompanied rather than alone, and their stay can generally be a week, although there are cases in which they stay two or three months,” says Medina.

According to the latest report from the Medellín Health Cluster, healthcare expenditures in 2024 amounted to approximately 65 billion pesos , with an economic impact on tourism of approximately 45 billion pesos. This means that visitors spend on healthcare and, at the same time, on other areas of the city.

Regarding challenges, the expert argues that variables such as political stability, patient safety, and the standardization of experience in each city can hinder the strengthening of this segment in some regions.

“A major challenge is validating the medical services offered, because patients often make decisions based on information they find on social media or Google, without any standardization or quality assurance,” Medina adds.

Although Colombia has had a positive journey in the industry, Medina believes it is key to consolidate independent efforts through a country brand , as destinations like Costa Rica, Turkey, and South Korea do.

ANGIE RODRÍGUEZ - TRAVEL EDITORIAL - @ANGS0614