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Increasing numbers of countries have enthusiastically marketed themselves as MT destinations, hundreds of medical tourism companies (MTCs) have become travel agents, brokering and facilitating medical travel, and extraordinary claims have been made for numerical growth, especially by industry participants and destination countries (Connell, 2011a).
Destination hospitals focus on high-quality care, reliability and competence, although other institutions, including the facilitating MTCs and destination countries, seek to emphasise 'normal' touristic elements, such as shopping, dining and hotel facilities, to stress that the experience will be pleasurable.
A subsequent study of United States MTCs concluded that industry estimates were invariably inflated and numbers were more likely to be in accord with the McKinsey report, although they excluded dental tourism (Alleman et al.
Marketing is undertaken through websites (of hospitals, national tourism organisations and MTCs) and distinctive MT guidebooks.
In a general survey of MTS, with no information on methodology or sample size, 49% found out about MT through the internet and 73% sought specific information on the internet, as opposed to through friends, books or MTCs (Anon, 2009).
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