A Bibliometric Perspective on Health, Medical, and Wellness Tourism Research: Trends, Themes, and Future Directions

Although medical tourism, wellness tourism, and health tourism have expanded significantly in recent decades, research has often addressed them separately, limiting comprehensive understanding of their shared development, particularly in response to global health disruptions. This study addresses that gap by conducting a unified bibliometric analysis that maps the thematic evolution, intellectual foundations, and collaboration patterns across health-oriented tourism. A total of 1,717 peer-reviewed articles published between 1974 and 2025 were retrieved through title-based searches from Scopus and Web of Science. Data were cleaned, merged, and analysed using the Biblioshiny 4.0 platform, with performance metrics, co-occurrence networks, thematic mapping, and international collaboration examined. The study also compares recent patterns with earlier bibliometric research to assess the continuity and divergence in the field’s development. The analysis yields three key findings. First, academic interest surged post-2010, particularly after the COVID-19 pandemic. Second, thematic clusters show a shift from treatment-focused medical tourism/health tourism toward wellness, mental health, and preventive care, suggesting a broader emphasis on proactive well-being. Third, co-authorship analysis reveals regionally concentrated networks with limited integration between Global North and South researchers. Theoretically, the study contributes to the Push-Pull Theory of Travel Motivation by integrating health-specific drivers such as affordability, safety, risk perception, and psychological well-being. It also adds to crisis-sensitive tourism literature by linking global disruptions to evolving motivational structures. Practically, the findings provide actionable insights for policymakers and destination managers seeking to align services with shifting post-pandemic traveller priorities and to reposition health-focused destinations in a more resilient global tourism economy.