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Akbar Novruz

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Health tourism, once considered a niche within the global tourism sector, is now growing into a lucrative industry that offers year-round benefits. Unlike seasonal tourism, health travel often involves longer stays, making it a particularly appealing prospect for countries aiming to boost their non-traditional economic sectors.

In Azerbaijan, the Tourism Agency does not directly conduct strong marketing campaigns to promote health tourism. Although places like Naftalan, Masalli, Nakchivan have positioned themselves as key players in the country's medical tourism sector, this alone is insufficient. One of the main reasons for this is the limited development of the sector in our country, which includes a lack of certifications and insufficient cooperation between medical institutions. However, it is clear that with the creation of proper infrastructure and effective promotion, income from health tourism could significantly benefit the country's tourism sector, particularly the non-oil economy.

Take Türkiye as an example. The country has become a global hub for procedures like hair transplants. According to Behlul Unver, General Manager of International Health Services, Türkiye earned $3.1 billion from health tourism, attracting around 1.65 million visitors in this category. The government now targets $20 billion in revenue from health tourism by 2028. These figures show how strategic investment and promotion can convert niche offerings into national economic drivers.

The statistics are telling. Health tourism not only boosts income but also provides visitors with the opportunity to explore and experience the country more fully. Azerbaijan certainly has the potential to make a significant and sustainable contribution to non-oil sector revenues through health tourism.

So how can this model be applied elsewhere? One area of opportunity lies in developing health and thermal tourism in historically significant and naturally endowed regions. Areas rich in mineral springs, clean mountain air, and healing waters can become prime destinations for both domestic and international tourists.

A comprehensive approach is essential, and one region with growing relevance is the Garabagh and East Zangezur economic zones. Long known for their scenic beauty and natural resources, these areas offer fertile ground for eco-tourism, agrotourism, and particularly health tourism. The mineral springs of Istisu (Kalbajar), Gotursu (Zangilan), and over 300 known water sources in Lachin provide a strong basis for development.

Progress is already underway. New infrastructure, including international airports in Fuzuli, Zangilan, and soon Lachin, is shortening travel times and increasing accessibility. After the 2023 anti-terror operation, even the airport near Khojaly became operational. The strategic positioning of these hubs near potential health tourism sites increases their importance exponentially.

Beyond logistics, legal and fiscal incentives are also being introduced. Amendments to the Tax Code now allow foreigners and stateless persons to receive a full VAT refund on non-cash payments for medical services, further incentivizing medical travel. Combined with relatively affordable pricing compared to other countries, this makes the offering even more competitive.

Innovative treatments also hold promise. One unconventional but increasingly popular method is pant baths — a therapy involving deer antlers — used in Russia and Finland to address fatigue, improve mood, and boost metabolism. In Azerbaijan, such treatments are already being explored in Khizi, Shabran, Goygol, and Ganja. Establishing similar facilities in Garabagh and East Zangezur could diversify the tourism portfolio and attract niche tourists seeking wellness experiences.

To unlock this potential, a targeted promotional campaign is essential. Collaborations with international experts, investment in infrastructure, and brand-building based on the region’s natural assets will be key steps. The region has what it takes — all that remains is a bold, strategic push to make health tourism a pillar of sustainable economic growth.