Needs, attitudes, and factors influencing medical tourism in Thailand

This study examined the needs, attitudes, and push–pull factors associated with medical tourism interest in Thailand among international travellers. A cross-sectional study was conducted at Chiang Mai International Airport (October 2024–January 2025). International travellers aged ≥20 years completed an online questionnaire on service needs, attitudes, and factors related to medical tourism in Thailand. Descriptive statistics and logistic regression identified associated factors. Of the 466 respondents, 50.2% were male, and the mean age was 35.7 years (SD = 11.8). 59.4% were from high-income countries. Overall, 20.2% considered traveling to Thailand for medical treatment. The most popular services were complementary and alternative medicine (35.1%) and preventive care (19.2%). Significant push factors for seeking treatment abroad included high costs (aOR 0.64, 95% CI, 0.43, 0.97) and legal restrictions (aOR 0.59, 95% CI, 0.36, 0.98) in home countries. Factors for choosing Thailand included healthcare reputation (aOR 2.02, 95% CI, 1.20, 3.40) and low costs (aOR 1.70, 95% CI, 1.14, 2.54). Medical tourism demand is shifting toward complementary and preventive care. Key motivations included affordable care and Thailand's strong healthcare reputation. Insights may inform service planning, communication strategies, and policy development to support medical tourism industry in Thailand. • One-fifth of travellers showed interest in medical tourism to Thailand. • Complementary and preventive care were the most requested services. • High costs and legal limits at home pushed travellers to seek care abroad. • Thailand's reputation and lower costs drove medical tourism choices. • Insights to guide service planning and policy for medical tourism.