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Jason Harrigan (57, Australian) garnered 80 million views on a series of videos about his facial cosmetic surgery in Vietnam in November. The male tourist is one of approximately 300,000 international visitors who receive outpatient treatment annually, according to data from the Ho Chi Minh City Department of Tourism.
The fact that Western tourists have become famous for sharing their experiences of undergoing cosmetic surgery in Vietnam is not simply a personal story that sparks curiosity on social media. Behind it lies a clear emerging trend: Vietnam is gradually becoming a reputable destination for medical and cosmetic tourism, not only because of the cost, but also because of improvements in healthcare quality and service infrastructure.
The billion-dollar potential is taking shape.
Medical tourism in Vietnam is gradually moving beyond its nascent stage, becoming a market with significant scale and growth rate. According to the Ministry of Health, revenue from medical tourism in Vietnam is projected to reach approximately US$700-720 million in 2024, with an average annual growth rate of nearly 18%. By 2033, this figure is estimated to approach US$4 billion, assuming the current growth momentum is maintained.
Unlike purely leisure tourism, medical tourism in Vietnam has emerged from a real and stable demand, encompassing medical examinations and treatment, surgery, dentistry, reproductive support, rehabilitation, and high-quality healthcare. Among these, dental, cosmetic, and non-emergency specialized treatment services play a leading role in attracting international visitors.
The diverse range of services and the expertise of doctors in the Vietnamese market are also attractive factors when tourists choose medical tourism as a destination.
Statistics from the tourism and healthcare sectors show that Vietnam receives approximately 300,000 international medical visitors annually, not including a large number of overseas Vietnamese who return home to utilize healthcare services. Ho Chi Minh City is considered the largest center, accounting for about 40% of these visitors. In addition, Hanoi, Da Nang, and Nha Trang (Khanh Hoa) are also emerging as emerging destinations thanks to their infrastructure and resort advantages.
According to experts, the higher average spending of medical tourists compared to traditional tourists represents a potential driver for market growth. It is estimated that a medical tourist's spending can be 2-3 times higher than that of a regular tourist, due to costs including treatment fees, extended stays, post-treatment care, and ancillary services. This makes medical tourism a high-value segment, less dependent on seasonality.
Furthermore, the rapidly developing private healthcare infrastructure provides a foundation for the market. Over the past 10 years, numerous private hospitals and clinics in Vietnam have invested heavily in equipment, technology, and medical staff. Some facilities cater specifically to international patients, offering consultation, treatment, and care in English, and establishing direct connections with hotels and resorts.
From a policy perspective, medical tourism is also seen as a new strategic direction for the service industry. The Ministry of Health and the Ministry of Culture, Sports and Tourism have agreed on the development orientation for medical tourism in the period 2025-2030, aiming to build Vietnam into a reputable healthcare destination in the region, instead of just competing on price.
In this context, Vietnam is compared to leading countries such as Thailand, Malaysia, and Singapore. The Lion City currently leads the medical tourism industry in Asia, according to a report by DKSH Healthcare. It excels in specialized treatments and high technology. Meanwhile, Vietnam is considered to have advantages combining reasonable costs, a skilled workforce, and a rich travel experience.
However, experts believe that for Vietnam's medical tourism sector to transition from a "potential market" to a "trusted destination," it needs more time and systematic investment.
Mr. Ham Kyung-jun, Director of the Tourism Sector at the Seoul Tourism Foundation, believes Vietnam is a potential market in the Asian medical tourism industry. He stated that Vietnam needs to prioritize customer trust by developing transparent insurance policies and systems that guarantee patient rights for long-term and sustainable development.
The personal stories of international visitors are helping to put Vietnam on the global medical tourism map, while also putting pressure on the market to mature rapidly.
Jason Harrigan (57 years old, Australian nationality) before cosmetic surgery.
...and after undergoing facial reconstruction surgery in Vietnam over a period of 7 days in November.
Great opportunities come with challenges.
In the context of medical tourism growth, Vietnam is presented with a rare opportunity, but also faces unique risks.
As more and more international visitors come to Vietnam for cosmetic procedures, dental treatment, or non-emergency medical interventions, medical tourism is no longer a marginal phenomenon but has become an economic segment with ripple effects.
In terms of opportunities, Vietnam possesses many favorable conditions to attract international medical visitors, including cost advantages and an abundant supply of medical personnel compared to other countries in the region. Simultaneously, its rapidly developing tourism infrastructure facilitates a model combining treatment and relaxation. For medical services that do not require emergency intervention, extended stays for recovery within a tourist environment are seen as a factor that increases Vietnam's attractiveness compared to countries that are strong in healthcare but limited in tourism experiences.
International patients are increasingly choosing medical facilities in Vietnam thanks to their highly skilled doctors and reasonable costs.
According to economic experts, if properly developed, medical tourism can help increase the value of each international visitor and reduce dependence on traditional tourist numbers. This is considered a noteworthy area, especially as Vietnam's tourism industry seeks sustainable growth after the pandemic.
However, the risks in this market are also significant, especially as medical tourism grows faster than the capacity to manage it.
In particular, medical incidents not only cause economic damage but also directly affect health, lives, and national prestige. Several cases of complications related to cosmetic surgery have been reported by international media, such as the man who died after a hair transplant in Turkey in August, or Paloma Nicole Arellano Escobedo (14 years old) who died in a hospital after a breast augmentation in Mexico, illustrating the dark side of price competition.
Furthermore, a major challenge today is the uneven quality among healthcare facilities, especially in large cities. While some large hospitals and clinics have invested in proper, standardized facilities, there are still smaller, commercially-oriented facilities that pose potential risks to professional standards and safety.
Vietnam possesses significant advantages in terms of human resources and costs in the global medical tourism race.
For international visitors, differentiating between different establishments is not easy, especially when information mainly comes from social media or online advertising.
Post-operative care and legal liability remain significant gaps. Most medical tourists stay for only a short time, while medical complications can arise after they have left Vietnam. When incidents occur, monitoring, managing, and determining responsibility becomes complex, necessitating clear legal mechanisms and international coordination.
Experts also warn of the risk of misrepresenting the country's image if medical tourism is only promoted as a "cheap destination." In the long term, this could make it difficult for Vietnam to attract groups of tourists with high demands for quality and safety, while increasing pressure on the domestic healthcare system.
From a management perspective, Vietnam's medical tourism market is entering a phase that requires a shift from encouragement to screening. Issuing standards for serving international medical clients, tightening licensing conditions for invasive procedures, and increasing transparency in professional competence and costs are key factors in reducing systemic risks.
