Sector Could make an important contribution to the national economy
The new body aims to tap into the region's lucrative healthcare market and compete with other regional providers
Health and wellness tourism, an innovative niche market in Lebanon's tourist industry, is about to move out of the specialty market and become an important asset to the Lebanese economy with the establishment of the Lebanese Council for National Health Tourism.
"We started outlining the plans for launching this idea in Lebanon a year ago with the aim of turning Lebanon into the hospital of the East,"
Khalil Malaeb, general manager of K&M International Health Tourism, told The Daily Star in an interview.
Malaeb said that although promoting the idea of health tourism in Lebanon and abroad was time consuming, the mission was simple. It is to turn Lebanon into a "health state" and create strong ties with all Arab ministries and private sectors to capitalize on health and wellness tourism as a profitable industry with the hope of eventually reaching out to other interested agents in Europe and so on.
"We have contacted ministries and embassies worldwide, requesting them to provide their citizens with information about health tourism in Lebanon," Malaeb said, adding that they had also contacted embassies in Africa since there are a total of 1 million Lebanese residing there.
While the international travel and tourism industry continues to be hit by war, terrorism and economic weakness, a growing awareness of tourism's capacity to promote health tourism has fueled investment in this area. With this ambition, the Lebanese Council for National Health Tourism has invested over $500,000 in this brand new industry with the aim of getting travel-related commerce back on course and turning Lebanon into the biggest hospitalization sector in the region, which will have a direct, positive impact on the country's economy.
According to Malaeb, Health Minister Suleiman Franjieh announced that the government would establish a the National Council of Health Tourism two years ago.
With K&M International Health Tourism to promote this new sector, the council consists of five ministries, the health, tourism, foreign affairs, information and environment ministries, as well as seven private-sector related syndicates, which include hospitals, doctors, insurance companies, tour operators and hotels.
So far, the council has managed, through teamwork with various health ministries and related sectors, to create concrete relationships with seven Arab countries, including Saudi Arabia, Dubai and Kuwait.
Although health tourism has been a large and even lucrative industry in other countries in the region, Malaeb believes that Lebanon has as much if not more medical experience to offer and can be competitive.
"With only one month since its launch, we have already attracted some 50 clients from the Arab world," Malaeb said.
With the anticipation of eventually covering all 22 Arab countries, the council is aiming to train all parties involved, enabling them to become acquainted with the existence of this sector and the market, and provide detailed, accurate information to clients.
"The process of getting all countries involved is time consuming as it proceeds through various stages," Malaeb said, explaining that not only did the council need approval from the health ministry of each country, but they also need to contact other related ministries and sectors, including hospitals and doctors, familiarizing them with Lebanon's high medical standards.
Health tourism has endless opportunities and benefits, and it ties into Lebanon's reputation as a rejuvenating place and a healthy state extremely well.
Lebanon is returning to its roots, as is demonstrated by the promotion campaign of a 19th century photograph that shows Lebanon's medical experience dates back to the early 1800s.
According to Malaeb, health care and hospitalization services are well developed in the country and are an integral part of Lebanese culture. Lebanon benefits from more than a
century of accumulated education, the continuous modification and upgrading of medical technology, and the most valuable and abundant national resource: highly qualified Lebanese doctors.
"Lebanon has over 130 years of excellent medical experience," Malaeb said.
"The key in creating this industry and succeeding in it depends completely on Lebanon's excellent doctors and their experience as well as
Lebanese universities, which have the highest standards of medical education," Malaeb added.
Medical assistance includes pediatrics, psychiatry, surgery, orthopedics, the ophthalmology program, the ENT program, obstetrics, gynecology and other areas.
The council also offers an executive check-up program designed to meet the individual needs of each patient and address health issues, make recommendations for any further testing or follow up and counseling about personal health habits. A schedule of tests and consultations is prepared based on information patients provide before the visit. The executive check-up program takes one to two days.
"The patient has to come a few days in advance for their check-ups and stay for a certain time even after medical assistance," Malaeb said. According to the statistics of the council, Lebanon has 10,500 doctors who have completed their specializations in European, North American and Lebanese universities, 48 medical societies, 161 hospitals, 48 hospitals with international accreditation, 144 medium and short stay hospitals, 17 hospitals for long term stays and seven university hospitals.
Furthermore, Malaeb explained that K&M International Health Tourism manages a team of professionals who handle the booking, visas, VIP passes through customs, accommodation, sightseeing and entertainment for the patient, as well as any accompanying family members.
"It's not only the patients who come to Lebanon, but usually their relatives join them or visit them," Malaeb explained, adding that, "medical consultations take place throughout the year. They do not have a specific season."
Through their network of specialists, K&M International-Health Tourism offers a wide range of pre-planned, tailor made packages to make patients and their families feel at home and to let them get the most out of their "healthy visit."
"Our personnel are trained to communicate with the patients and their families in their native languages, and to respect their traditions, culture, religion, food and other requirements to assure them a comfortable, homey environment," Malaeb said.
Tania Tavoukjian
© The Daily Star 2004
