TTG Asia examines the state of health and medical tourism in four thriving markets in South-east Asia

THE PHILIPPINES
What started out as wellness tourism – with a smattering of beauty and pampering fixes – has become full-fledged medical tourism now that hospitals in the Philippines are offering cancer, cardiology, stem cell and other treatments.

At least four Manila-based hospitals – Asian Hospital and Medical Center; St Luke’s Medical Center in Quezon City and Bonifacio Global City; The Medical City; and Makati Medical Center – were accredited by Joint Commission International (JCI) in recent years. These JCI-accredited hospitals have also launched a “one-country” package combining medical treatment and tourist activities.

Angel Ramos Bognot, president and managing director of Afro-Asian Travel and Tours, said: “Medical tourism has huge potential but it has not been given much attention. It is very silent.”

Bognot explained: “We should be thinking of medical tourism not only for beauty. Nip and tuck is only one element. We have hospitals recognised for their top-notch facilities, and competitive pricing for the wide range of medical procedures they can perform.”

While Philippine medical tourism is not as well-known when compared with Singapore, Thailand, India and South Korea, it leverages on its competitive pricing; highly skilled and culturally sensitive doctors and nurses; modern facilities; and English-proficient healthcare workers.

Several travel consultants interviewed noted that overseas Filipinos and foreigners from the US and US territories of Guam and Saipan, as well as Asians, flock to the Philippines for orthodontics, ophthalmology and dermatology, drawn by the significantly lower prices than those in their countries of origin.

According to the Philippine Department of Tourism’s (DoT) medical tourism booklet, an ophthalmology package starts at US$978; a surgery package at US$1,848; an orthopaedic surgery at US$4,111; and a cardiology, thoracic and vascular surgery package at US$18,222.

This niche product is starting to obtain “keen interest from travel agents and tour operators from several countries”, according to Philippine tourism secretary Ramon Jimenez Jr.

Jimenez noted that during the World Medical Tourism and Global Congress Healthcare Congress held in Washington DC last year, a US-based international buyer from the insurance industry selected the Philippines over Singapore, Thailand, Costa Rica, Brazil and Bolivia as a medical tourism destination of choice.

The DoT, in tandem with participating private hospitals, is also promoting medical tourism more extensively abroad. This includes having a presence at last year’s World Medical Tourism and Global Healthcare Congress in the US and the International Medical Travel Exhibition & Conference in Dubai.

Among the most sought-after hospital procedures in the Philippine Medical Tourism programme are cardiology care, minimally invasive surgery, orthopaedic care, aesthetics and cosmetics like dental services, ophthalmology and executive health check-ups, according to Jimenez.

Meanwhile, the Medical City’s healthcare facility in Clark, Pampanga, is being aided by the DoT’s push for air route development section, said Jimenez.

Belo Medical Group, one of the biggest and most successful medical aesthetic ambulatory clinics in the country, is also starting to link up with tour operators to promote their services.
Simon Ang, managing director-operations of Celebrate Life TLC, confirmed that included in their premium package offerings abroad are Belo Medical Group’s surgical and non-surgical beauty breakthroughs and products.

To tap the potential of Philippines’ medical tourism, Asia Premium Travel Mart will include this niche, together with luxury travel, come its third B2B show in 2017. – Rosa Ocampo

MALAYSIA

By 2020, Malaysia aims to surpass Thailand and Singapore to become the top medical tourism destination in South-east Asia.

Currently ranked third in South-east Asia in terms of the number of health travellers, Sherene Azura Azli, CEO, Malaysia Healthcare Travel Council (MHTC), said the main challenge is the lack of awareness of Malaysia as a health tourism destination.

She elaborated: “Middle Eastern travellers come to Malaysia for holidays but go to Thailand for medical treatments. We don’t shout loud enough about our unique value proposition in our marketing and communications.”

Citing Malaysia’s unique selling proposition for medical tourism, Sherene said: “Malaysia is one of the few countries in the world in which the healthcare travel industry is directly supported by the government. This translates to unparalleled support in the development of infrastructures for the industry, as well as for other initiatives, such as extended medical visas for healthcare travellers who may need longer-term treatments.”

In addition, many leading Malaysian hospitals and healthcare facilities possess accreditation from international bodies such as the Joint Commission International and International Society for Quality in Healthcare.

The Ministry of Health Malaysia also imposes stringent regulations on hospitals and healthcare facilities, particularly in matters related to quality and safety, which the institutions strictly abide by.

“Another point tipping the balance in Malaysia’s favour is that English is widely spoken in Malaysia and this builds confidence in patients who are able to communicate with confidence directly to their doctors,” added Sherene.

She describes healthcare in Malaysia as being “highly affordable”, primarily due to the Ministry of Health’s regulations on ceiling rates for healthcare treatments in the country.

According to Sherene, Malaysia presently has a large market share in Indonesia, India, Bangladesh and the Middle East, with moderate share from Australia, New Zealand, the UK, Japan and South-east Asia.

“Moving forward, apart from strengthening our presence in the aforementioned countries, MHTC looks to focus efforts on promoting Malaysia healthcare to more markets internationally. Key target markets identified for growth are China, Europe, central Asia and ASEAN,” she said.

Healthcare travellers to Malaysia have been increasing steadily at approximately 20 per cent compound annual growth rate since 2009. MHTC’s target for 2015 was to attract one million healthcare travellers and generate a revenue of RM1 billion (US$238 million), up from RM730 million in 2014.

Among the most sought-after treatments by international health travellers to Malaysia are cardiology, orthopaedics, in-vitro fertilisation, neurology, health screening, oncology, cosmetic surgery and dentistry.

Sherene added: “The (value) of the ringgit against the currencies of developed countries also results in healthcare rates here to be highly competitive as compared to those in their home countries, with no compromise on the quality of care.”

KL Tan, general manager of Borneo Trails Tours & Travel in Kota Kinabalu, agreed that the weakened ringgit, coupled with consultation appointments that are easy to obtain, has helped boost demand for cosmetic surgery as well as non-surgical procedures from his key markets – China, the Philippines, Indonesia and Australia – where there is direct air access to Kota Kinabalu.

Borneo Trails provides medical tourists with an itinerary, combining holiday packages with an appointment with Charles Lee, a plastic and reconstructive surgeon at KPJ Sabah Specialist Hospital. – S Puvaneswary

THAILAND
Thailand’s medical tourism sector continues to grow and will remain strong with help from both the government and private sector, sources told TTG Asia.

A Kasikorn Research Center report stated that the number of medical treatments provided to medical tourists by Thai private hospitals is expected to reach 2.8 million in 2015, up 10.2 per cent year-on-year.

The same report also stated that Thailand’s major medical tourist markets include Myanmar, Japan, the Middle East and Europe, with Cambodia, Laos, Vietnam and China showing strong potential.

Bangkok Dusit Medical Services, Thailand’s largest private healthcare provider, published on its website its recent analysis: “During 3Q2015, Thai and international patients grew 10 per cent and 14 per cent respectively. This resulted in the revenue proportion between Thai (74 per cent to 73 per cent) and international patients (26 per cent to 27 per cent) changing slightly from 3Q2014 to 3Q2015.

Established hospitals in the country are also expanding the scope of their treatments to meet the requirements of a growing global clientele.

Sudi Narasimhan, Bumrungrad International Hospital’s corporate director of marketing and business development, said: “We are expanding our programmes and specialities that will address more types of treatment. For example, we opened a dedicated liver centre last year. Our dedicated focus on liver treatment matches the increasing trend of patients with liver issues.

He added: “Another example is the Newlife Healthy Aging Clinic, which also opened last year, focusing on the holistic treatment of different issues that arise in elderly patients.”

The broadening range of medical treatments available is also a good fit with the government’s plans to promote Thailand as a quality leisure destination.

Visanu Jaroensilp, Tourism Authority of Thailand’s (TAT) deputy governor for tourism products and business, said: “TAT would like to promote Thailand (as more) than just a medical tourist market. We are looking to expand into the health and wellness sector, which refers to both the preventive and curative sides of the market.”

He added: “Thailand is one of the world’s most popular health and wellness destinations and it will likely remain so for the foreseeable future. It will grow well in the future for several reasons.

“One, the ageing populations globally and regionally. Two, there is increased attention being paid to health and wellness as a lifestyle choice across all groups. Three, there is an availability of a broad range of products, services and facilities in Thailand to cater to this entire market,” he explained.

TAT showed its support for the sector at the Thailand Health and Wellness Tourism Showcase in September 2015, which took place under the theme of Anti-Aging: The Next Big Thing in Health Tourism.

Fifty-six invited buyers specialising in health and wellness tourism had the opportunity to meet with top anti-ageing and aesthetic providers in Thailand.

Thailand’s Ministry of Interior and Ministry of Foreign Affairs are also simplifying the visa application process for health and wellness visitors and accompanying persons alike. Health visitors from the GCC countries, and up to four accompanying people, are eligible for a visa-free stay of 90 days. – Michael Mackey

SINGAPORE

Singapore’s well-heeled reputation as a medical hub continues to shine, in light of the city taking second spot in the world for the Health outcomes and cost: a 166-country comparison report by The Economist Intelligence Unit in November 2014.

According to Soo Siew Keong, director, enrichment, Singapore Tourism Board (STB), the proportion of medical tourism receipts was about four per cent of the overall tourism receipts in 2014. The top source markets include Indonesia, Malaysia and Vietnam.

He said: “Visitors from the region continue to come to Singapore for a wide range of medical care, from health screenings to advanced procedures in areas such as cardiology, neurology, obstetrics and gynaecology, oncology, ophthalmology and orthopaedics.”

According to Arifin Ng, general manager & senior vice president of Singapore Medical Group International Partners, around 30 to 40 per cent of their patients are foreigners from countries like Vietnam, Indonesia, Cambodia and Russia.

Ng said: “Patients normally come to Singapore for more complicated cases, and they come for treatments such as cancer, orthopaedics, obstetrics, gynaecology, eye, dental and aesthetics.”

Highlighting how facilities like the Farrer Park Hospital and the new Raffles Medical Centre will boost the appeal of medical tourism, Soo said that “Singapore remains a destination of choice for quality medical care”.

The privately-run Farrer Park Hospital, designed with the capacity for 145 beds, is also part of a lifestyle concept combining healthcare and hospitality. The hospital is set in Connexion, a relatively new 20-storey building housing a hotel, spa and retail mall.

As for the 1,600m2 Raffles Medical Centre, which serves as an integrated multidisciplinary medical centre at Shaw Centre, its aim is to provide one-stop medical care in the heart of Orchard Road.

In response to how STB will continue to grow the city’s appeal of medical tourism, Soo said: “STB will continue to work together with private healthcare providers to strengthen their reach in key target markets. We will also support in-market intermediaries (such as financial institutions, airlines, associations and insurers) in profiling Singapore as an advanced medical care destination.

“In addition, STB supports efforts by medical associations and conference organisers to secure healthcare-related international conferences to facilitate knowledge exchange between Singapore healthcare providers and their in-market counterparts,” he added. –Paige Lee Pei Qi

This article was first published in TTG Asia, March 4, 2016 issue, on page 14. To read more, please view our digital edition or click here to subscribe.

A successful novel turned movie has provided the impetus for a small island to step out of its tin-mining past and discover the other treasures it has.

A hidden gem in the east coast of Sumatra, Belitung is striving to gain recognition as a tourist destination for regional and international travellers.

Part of the Bangka-Belitung Province, Belitung was home to a thriving tin mining industry in the 1970s, but the economy took a turn in the late 1990s when the state-owned Timah Industri moved its tin operations to the much bigger neighbouring island of Bangka.

It was not until Andrea Hirata’s novel Laskar Pelangi (English: The Rainbow Troops) – set in the author’s hometown in Belitung’s Gantong Village following the demise of the local tin mining industry – was adapted into a successful movie in 2008 that Belitung started attracting Indonesian and expatriate visitors and the locals had their eyes opened to the island’s tourism potential.

The destination came to be dubbed Bumi Laskar Pelangi (Land of the Rainbow Troops) and the Andrea Hirata Words Museum was built on the film site in Gantong Village in 2010.

Lending Belitung its tremendous potential for tourism are several sites that stand testament to the island’s unique history and natural biodiversity, according to Budi Setiawan, director of Belitung Adventure Tours and Tourism Destination Board.

Around Tanjung Kelayang in the north, natural granite formations can be found on land and in the ocean – sometimes hundreds of metres deep – while remnants of sunken ships that sailed from China, Arabia and Europe centuries ago lie in the southern islands of Belitung.

“The fact that these ships brought valuable goods such as porcelain of Tang, Ming, Song and other Chinese dynasties has made the area an historic underwater archaeological site,” said Budi.

Another highlight is the tarsier, an endangered species of small primates found in Belitung’s rainforests.

“The locals used to take (the tarsiers) for granted and chased them out of their gardens. Only when tourists started travelling from far away to see them did the locals get reminded of their value,” said Budi, who also heads the Belitung Environment Concern Group.

Budi posits that community-based tourism is the way forward for Belitung, but admits that adjusting to a service-oriented industry like tourism will take time for the locals.

Local engagement is thus key to ensuring the sustainable development of both tourism and livelihoods.

“The locals know the forest and mangrove areas best; they are divers by nature and they are proud of their homeland,” said Budi. “In the past, some of them were pirates; some bombed corals to sell. We trained them to become guides. The dive guides, for example, are certified now.”

As part of conservation projects, Budi runs educational tours for travellers, corporate groups and students. Activities available include island hopping, trekking, diving, river tubing, tarsier watching, coral planting and adoptions, turtle release and mangrove touring.

Meanwhile, there are plans to develop Leebong Island – a 37ha isle three kilometres off Belitung’s coast – with an eco-friendly approach. Yudianto, owner of Belitung Happy Tour, the sister company of Leebong Island management, said: “We will build a limited number of accommodation and recreational facilities. Currently, we are in the first phase of development and one out of five bungalows and the restaurant is ready.”

Also underway are plans by the Bangka Belitung government to expand the runway from 2,225m to 2,550m at the H.A.S. Hanandjoeddin Airport in Tanjung Pandan, the capital of Belitung.

Arief Yahya, Indonesian minister of tourism, commented: “Airport development is crucial if Belitung wants its tourism to grow.”

In September last year, Indonesian president Joko Widodo inaugurated Tanjung Batu Seaport. Tanjung Kelayang has been named one of the 10 special economic zones to be developed and promoted by the Indonesian Ministry of Tourism.

Apart from hotels, a port for yachts will be built at Tanjung Kelayang. The whole project is expected to finalise in five years.

This article was first published in TTG Asia, March 4, 2016 issue, on page 32. To read more, please view our digital edition or click here to subscribe.

The new crop of travel trade shows in northern Thailand gives second-tier destinations like Chiang Mai a chance to shine.

With international arrivals reaching just under 30 million in 2015, a figure that was barely conceivable just a few years ago, Thailand’s tourism experts are now projecting 32 million arrivals this year. A bigger target, however, also brings with it the inevitable question of how to cope with the ever-increasing arrival numbers and manage tourism in a more sustainable way.

It is with the aim of diversifying market sources and spreading tourist footfalls beyond the key destinations of Bangkok and Phuket that the Tourism Authority of Thailand (TAT) finally turns its attention to Chiang Mai, which will be the host destination of Thailand Travel Mart Plus (TTM+) this year.

“This is a good opportunity for Chiang Mai,” said Juthaporn Rerngronasa, TAT’s deputy governor for international marketing Europe, Africa, Middle East and Americas. “Chiang Mai is ready to host major events, as it has a new convention centre and many boutique hotels. It is also the closest Thai city to the Greater Mekong Subregion countries.”

With the exception of one year when TTM+ was held in Pattaya, 13 of the past 14 editions had been held in the Thai capital since the show’s launch in 2001. This year’s show will be held at Chiang Mai International Exhibition and Convention Centre from June 8-10 under the theme, Smile with Us.

The novelty of Chiang Mai as a new event destination is also a strong drawcard for TTM+, claimed Juthaporn, with this year’s edition netting a stronger reception from buyers than previous years. As of February 11, there were 321 buyers and 305 sellers, marking the highest numbers for the show since its inauguration, according to officials.

Although Chiang Mai has in recent years acquired a glowing shine among mainland Chinese travellers following the success of the Chinese movie Lost in Thailand, Juthaporn admits that the city has yet to attain similar level of interest from other international markets like Europe.

TAT governor Yuthasak Supasorn said in a press statement: “The level of interest is also a very good indicator of the growing interest in Chiang Mai and the Northern Thailand region. Traditionally, the travel trade has featured the beach resorts of South Thailand in their programmes. Clearly, that will now change and help us meet one of our major objectives of shifting the location, which is to better balance the distribution of visitors all around the country and reduce congestion at the popular tourist spots.”

In February, PATA Adventure Travel and Responsible Tourism Conference and Mart was held in Chiang Rai, the northernmost province in Thailand, reflecting the association’s strategic “dispersal of tourists” move, said PATA CEO Mario Hardy.

“Chiang Rai is one of these destinations that has great potential,” he said. “I’m really pleased to know that the regions of Thailand are developing the MICE market; it’s a great way to get these destinations to be known by a larger number of people. It will boost their profile and hopefully encourage other event organisers to consider them in the future.”

However, with the proliferation of trade shows the likes of ASEAN Tourism Forum and ITB Asia in the region, in addition to other Mekong countries such as Vietnam and Cambodia launching their own tourism fairs, it remains to be seen if these events in northern Thailand will spark greater interest in Chiang Mai and Chiang Rai as travel destinations.

Trade members have also constantly urged the development of more domestic air links such as Chiang Mai-Phuket and Chiang Mai-Hua Hin, which will allow travellers to bypass Bangkok and pair the northern cultural cities with the beach destinations in the south.

This article was first published in TTG Asia, March 4, 2016 issue, on page 4. To read more, please view our digital edition or click here to subscribe.