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An examination of demographic trends clearly indicates that the population is ageing. It can be stated that there is a growth of mature age market (over 65 year old) and semi mature age market (over 55 year old). These population changes have created the pleasure travel market for the elderly. This mature age market is, on average; better educated, more affluent and has greater expectations than the generation before them and forms a large and influential market sector. Tourism industry can expect to face changing demands, needs and opportunities as population ageing.
Medical tourism, where patients travel overseas for operations, has grown rapidly in the past decades. High costs and long waiting lists at home, new technology and skills in destination countries alongside reduced transport costs and Internet marketing have all played a role. Several Asian countries are dominant, but most countries have sought to enter the market, Greece is one of these with a new project HARMONY. Conventional tourism has been a by-product of this growth, despite its tourist packaging, and overall benefits to the travel industry have been considerable. The rise of medical tourism emphasizes the privatization of health care, the growing dependence on technology, uneven access to health resources and the accelerated globalisation of both health care and tourism. In the recent past, a trend known as medical tourism has emerged wherein citizens of highly developed countries choose to bypass care offered in their own communities and travel to less developed areas of the world to receive a wide variety of medical services. This phenomenon is driven by marketplace forces and occurs outside of the view and control of the organized healthcare system. Medical tourism presents important concerns and challenges as well as potential opportunities. This trend will have increasing impact on the healthcare landscape in industrialized and developing countries around the world. The objective of this study is to identify the size and importance of the mature age (senior) travel market and its implications for the travel and tourism industry. Furthermore to examine the strengths and the weaknesses of the new project of our team THE MEDICS.