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Ai Driven Transformation Of Romania’S Medical Tourism Sector: A Strategic Perspective

Author

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  • Răzvan Tiberiu RADU

    (“Dunărea de Jos†University of Galaţi, Galaţi, Romania Author-Name Constina Alina RADU
    “Dunărea de Jos†University of Galaţi, Galaţi, Romania)

Abstract

Romania’s medical tourism sector has gained visibility in recent years, driven by the country’s competitive healthcare costs, skilled medical professionals, and established spa and wellness traditions. However, the industry remains fragmented and faces challenges related to infrastructure, regulation, and international positioning. This paper explores the transformative potential of artificial intelligence (AI) as a strategic driver for Romania’s medical tourism sector. Drawing on recent literature and case studies from Bucharest, Cluj-Napoca, and Iași, the analysis suggests that AI can significantly enhance clinical outcomes, operational efficiency, and patient experiences, thereby strengthening Romania’s competitiveness in the European medical tourism market. At the same time, barriers such as regulatory uncertainty, technological disparities, and workforce readiness must be addressed. The paper proposes a strategic roadmap that includes regulatory harmonization, development of AI-enabled medical tourism clusters, public-private partnerships, digital infrastructure investment, patient-centered applications, and professional training. By leveraging these opportunities, Romania can position itself as a technologically advanced, patient-centered, and internationally competitive destination for medical tourism.

Suggested Citation

  • Răzvan Tiberiu RADU, 2025. "Ai Driven Transformation Of Romania’S Medical Tourism Sector: A Strategic Perspective," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(5), pages 138-153, November.
    • Handle: RePEc:rom:bemann:v:15:y:2025:i:5:p:138-153
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    References listed on IDEAS

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    1. Connell, John, 2013. "Contemporary medical tourism: Conceptualisation, culture and commodification," Tourism Management, Elsevier, vol. 34(C), pages 1-13.
    2. Chulmo Koo & Zheng Xiang & Ulrike Gretzel & Marianna Sigala, 2021. "Artificial intelligence (AI) and robotics in travel, hospitality and leisure," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 473-476, September.
    3. Rony Flores-Flores & Katty Alamo-Larrañaga & Elia Anacely Córdova-Calle & Jonathan Lee Arévalo-Pinchi & Jesús Rodríguez-Sánchez & Jorge Raúl Navarro-Cabrera, 2025. "Generative artificial intelligence in tourism: current status and emerging trends," LatIA, AG Editor, vol. 3, pages 306-306.
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