Vlasta Brozičević, Primarius, MD specialist in physical medicine and rehabilitation, rheumatology, Head of the Department, Deputy General manager, Co-founder and Co-owner

Polyclinic Terme Selce

1 prilaz I. L. Ribara 8, Selce, Croatia

+385 98 426 076

vlasta.brozicevic@terme-selce.hr

Ivan Brozičević, Primarius MSc., specialist internist-cardiologist, General Manager

Polyclinic Terme Selce

1 prilaz I. L. Ribara 8, Selce, Croatia

+385 98 257 036

ivan.brozicevic@terme-selce.hr

Presentation title: EU CERTEH 28

Abstract

Crikvenica Riviera, 130 years health tourism destination, still needs to attract more tourists. Among 6 specific goals of CPG development strategy the need for partner collaboration between tourism, sport, other sectors with the healthcare, including public-private partnership, have to be stimulated. This paper presents initiative for EU Health Tourism Centre Crikvenica – EU CERTEH 28, for Education, Research, Training, Ethno–eco Heritage. Health tourism will be a booming subsector of general tourism (Global Wellness Institute). In the EU it will develop at an average 2% growth per year. 49% EU citizens will travel for medical care. Increased costs of employees’ sickness absence become a source of demand for the ‘wellness industry” (European Commission). Research limitations in how to improve through promotional health-tourism campaigns, specialisation and differentiation, because one of the ‘burdens’ is seasonality which depends on the kind of medical tourism, requiring a wide range of skills. EU case studies show discrepancy between understanding customers’ needs of health and wellness, and what stakeholders in destinations believe these needs to be – here EU CERTEH 28 can contribute through its’ research programs. Overall objective is to create new products for prevention/curing „modern” diseases of work population and obese children, who choose Riviera for unique health benefits. Methodology based on TRIPLE HELIX MODEL involves education & scientific institutions with life-style researches, producers and local authorities. Suggestions for further research are supported by OECD statistics, that mechanisms are needed that help track the balance of trade around medical tourism on a regular basis, while the market in medical tourists is set to grow. EU CERTEH 28 for advanced medical tourism, where the choice of a medical institution is a key factor for the choice of touristic destination, may reduce tourism seasonality, improve sustainability/labour quality, reduce health costs through prevention measures.