Market size, market share and market strategy: three myths of medical tourism

The aim of this article is to contribute towards greater theoretical and empirical understanding about medical tourism developments globally. This evidence leads us to examine some widelyheld assumptions regarding the size and shape of global medical travel. Our paper examines three central issues: (1) Do published figures and projections ‘add-up’, are figures from multiple sources consistent, and what decisions and interests are involved for those compiling these statistics? (2) How should any emerging global industry be understood and explained? (3) Given this analysis and market understanding how, if at all, can national governments stimulate activity?