Medical Tourism in Developing Countries

134 ● Medical Tourism in Developing Countrieslikely to continue to promote their traditional techniques in combinationwith Western high-tech medicine especially for lifestyle diseases that are onthe rise (such as stress and rheumatism). For these, modern medicine oftenhas unclear answers, leading people to turn to non-Western medicine. Thosecountries that can offer such combination health care are poised to betterexploit the medical tourism market.Advantage VIII: Tourist AppealFor those medical tourists who want a tour-with-a-cure or who want theiraccompanying friends or family to be entertained while they undergo medicalprocedures, LDC destinations with appealing tourist attractions will beespecially in demand. All countries under study have abundant naturalbeauty as well as cultural attractions, all of which provide pleasant settingsin which to convalesce and experience something new. And later, medicaltourists will return home rested up. They might have deep life-alteringexperiences (according to Sarup, discovering one’s identity is one of thereasons Westerners travel to the developing countries). 142 Alternatively,medical tourists will spread the word, encouraging others to follow in theirpath or they might merely boast about their experience (Graburn notesthat, “tourists almost ritualistically send postcards from faraway places tothose whom they wish to impress” 143 ).What are the tourist attractions that international patients and theirfamilies can enjoy after their invasive or diagnostic procedures and/or duringthe consumption of lifestyle medical services? Beach, sun, and sea continueto appeal to those convalescing or buying only lifestyle medicine. Thailandand Cuba have been especially keen on extending their medical tourism intothe coastal resort towns. To a lesser degree, the Philippines, Argentina, Chile,and South Africa also promote their beaches. Jordan, India, and Thailandtout their historical and cultural sites. Cities such as Buenos Aires, Havana,Bangkok, Mumbai, and Cape Town also offer neon lights—the buzz ofnighttime excitement in the big city. Some locations offer short classes incooking (India), or nature photography (South Africa). In Malaysia, thereis an education-cum-health program where children can attend short courses(in English language or information technology) while their parents are inthe hospital. 144 South Africa offers a well-developed safari component for allbudgets, while Costa Rica has a strong ecotourism industry. The appeal isthat international patients and their families experience foreign culture. In sodoing, many buy into what has come to be called “cultural” or “indigenous”tourism that involves direct contact with host cultures and environments tomake tourists feel they are having an authentic experience. 145 Other tourist