What factors encouraged government officials to develop a marketing campaign to attract international medical travelers? During the 1990s, Ballistan,* a small Asian country with a modern healthcare system and a strong economy, recognized the potential benefits of international medical travel. Its medical professionals and government officials felt that its healthcare system had features that would be attractive to medical tourists. The potential for revenue generation from this source was thought to be such that the national government had a vested interest in the success of the country’s healthcare facilities.

To promote medical tourism, a government agency was established to attract international business. The agency was funded by the national government and operated with the full cooperation of the country’s healthcare organizations. The agency was established at the ministry level, and the director of the medical tourism agency was a high-ranking government official.

One of the first steps the agency took was to assess the current situation with regard to the domestic need for health services and the availability of local facilities. It assessed existing capacity, took an inventory of medical equipment, and determined the number and qualifications of existing medical personnel. The agency also assessed the system’s ability to meet domestic needs and serve an international clientele. Further, it estimated the size of the international market and calculated potential revenue.