Key Takeaways:
Traveling abroad for cosmetic procedures used to be kept under wraps, or, in this case, kept under bandages. However, a lot has changed over the decades, and cosmetic or aesthetic tourism—a trip that combines a cosmetic procedure with a vacation—is now a mainstream sector of the global beauty and healthcare industry. As aesthetic procedures proliferate the industry whether surgical or otherwise, a handful of cities have become specialized hubs; some for rhinoplasty and facial contouring, others for hair restoration, and several for body contouring and breast procedures.
The International Society of Aesthetic Plastic Surgery (ISAPS) reported approximately 35 million aesthetic procedures worldwide in 2023 (surgical and nonsurgical), with growth continuing into 2024. Market analysts estimated the broader medical-tourism market, including elective care and other medical travel, to be around $30.5 billion in 2024 and projected to grow rapidly over the next decade. A substantial portion of that relates to elective cosmetic care and dental/aesthetic dentistry.
Top Destinations:
Turkey, Istanbul: The hair-transplant capital (and beyond)
Why people go: Turkey is renowned for its exceptional price-to-quality ratio for hair transplants, extensive clinic networks, bundled packages (including flight, hotel, and treatment), and aggressive digital marketing targeting international clients. Turkey’s hair restoration sector has become synonymous with medical tourism in the last decade. Clinics commonly offer follicular unit extraction (FUE) and direct hair implantation (DHI) procedures at a fraction of Western prices, with one-stop packages and rapid turnarounds that include short stays.
Clinics such as Estetik International, Dr. Emrah Çinik Clinic, and Clinicana Hair Transplant Center have built reputations as leading destinations for foreign patients, combining advanced FUE and Sapphire FUE techniques with concierge-style recovery packages.
Scale and value: Estimates vary, but a number frequently cited by Turkish trade and sector trackers is roughly 1,000,000-1,500,000 hair-procedure patients a year in the high-demand years, with health-tourism receipts running into the low-billions (USD) for hair and related services. Independent reporting and Turkish industry groups have used figures in the region of approximately 1 million hair-tourist visits in peak years.
Typical patient and spend: Predominantly male, as male-pattern baldness drives demand, aged roughly 25-55. Many are middle to upper-middle income from Europe, the Middle East, and Russia, with a growing share from the US and UK. Even allowing for travel and stay, patients typically pay far less than in Western clinics, making the overall perceived value high.
South Korea, Seoul (Gangnam): Facial surgery & cosmetic refinement
Why people go: South Korea is widely seen as the world leader in facial aesthetic surgery and “K-beauty” aesthetic ideals, including blepharoplasty/eyelid surgery, rhinoplasty, jawline/contouring, and nonsurgical injectables. High technical standards, advanced techniques, and a culture where facial aesthetics are highly prized make Seoul a global draw. The government and private sector actively promote medical tourism through dedicated services and visas.
Leading facilities such as JK Plastic Surgery Center and Banobagi Plastic Surgery are known for their high surgical volumes and precise contouring work, while Cheongdam Circle Clinic specializes in luxury skincare and nonsurgical aesthetics that appeal to international clients seeking subtler refinements.
Scale and value: Seoul reported a surge in international medical tourists in the mid-2020s, with hundreds of thousands of foreign patients and strong per-patient medical spend figures reported by city authorities. In 2024, Seoul published a one million medical tourist figure, with up to $8.5 million spend. This spend for aesthetic and related health tourism in Seoul is relatively high, reflecting both clinical costs and premium service expectations.
Typical patient and spend: Largely female, skewing 20s-40s for facial procedures and injectables. Also, a younger cohort seeking "improvement, not transformation." There is a strong demand from East and South East Asia, the Middle East, and increasing Western clientele who prioritize technique and outcomes over cost savings.
Thailand, Bangkok: Combined tourism, high-volume cosmetic & dental care
Why people go: Thailand has long been an international medical-tourism hub for cosmetic, dental, orthopedics procedures. Bangkok offers competitive pricing, globally accredited private hospitals, specialist clinics, and attractive recovery tourism/resort stays. Popular procedures include breast augmentation, liposuction/body contouring, and cosmetic dentistry, according to Grand View Research.
Yanhee International Hospital and Nakornthon Hospital are two of the country’s best-known providers, with internationally recognized accreditations and large patient flows, particularly for breast augmentation, liposuction, and cosmetic dentistry.
Scale and value: Although estimates vary by source, a conclusive understanding by research firms estimate Thailand’s medical-tourism market at several hundred million American dollars, with forecasts projecting double-digit CAGRs as South East Asian medical travel expands. Grand View Research estimated Thailand’s market at about $2.5 billion in a 2023 outlook for medical-tourism services, with a projected growth of 10.49% from 2024 to 2030.
Typical patient and spend: International mix, including Australians, Europeans, Middle Eastern, and, increasingly, US patients. Wide income spread with cost-sensitive patients valuing savings, and higher-end providers targeting wealthier clients seeking hotel-level recovery and concierge packages.
Mexico, Tijuana, Mexico City, Guadalajara: Dental, body work, injectables (North American market)
Why people go: Proximity to the US, lower prices, and high standards in reputable clinics make Mexico a leading destination for dental tourism and many cosmetic procedures that include tummy tucks, breast surgery, and injectables. Tijuana is well known for rapid access from Southern California, while Mexico City and Guadalajara serve broader markets.
Scale and value: Dental tourism alone in Mexico generated $447 million in revenue in recent years, with Grand View/industry reports listing Mexico’s dental tourism revenue with a robust projected $2 billion. Cosmetic procedure volumes are also high regionally, given the US market spillover.
Typical patient and spend: Largely US and Canadian patients looking for cost savings while maintaining acceptable standards. Ages vary widely, and this includes both genders, many of whom combine short travel with procedures requiring minimal hospitalization.
Colombia and Brazil, Medellín, Bogotá, São Paulo: Latin America’s centers for body contouring and aesthetics
Why people go: Colombia and Brazil have long reputations for excellence in body contouring, breast surgery, and “curvier” aesthetics, plus highly trained surgeons with large local caseloads. Medellín and Bogotá are increasingly marketed internationally alongside São Paulo. It is important to note that Brazil’s São Paulo region is the country’s largest health-tourism hub.
In Medellín, Premium Care Plastic Surgery, IQ InterQuirofanos, and the practice of Dr. David Delgado are among the most recognized names, combining state-of-the-art operating theaters with luxury recovery services. In Brazil, São Paulo continues to dominate with world-class surgeons and private hospitals that attract thousands of international patients annually.
Scale and value: Brazil remains one of the world’s largest markets for cosmetic procedures. Analysts reported the Brazilian medical-tourism market at roughly $3.1 billion in 2024, with strong growth forecasts. Colombia is widely cited as a top destination in Latin America for plastic surgery with significant international patient shares. In 2023, Colombia performed approximately 447, 000 cosmetic procedures.
Typical patient and spend: Regional and international patients seeking high-quality, cost-competitive surgery. There is a broad age range, with many consumers motivated by body-contour procedures. Brazilian patients also account for very high domestic procedure volumes, which powers clinical expertise sought by foreigners.
Medical travel offers savings and specialist access, but it also brings specific risks including inconsistent accreditation, variable aftercare, and complications that require local follow-up once the patient returns home. Cosmetic tourism has grown into a core driver of the global aesthetics industry. Between Istanbul’s high-volume hair transplants, Seoul’s meticulously refined facial surgeries, and Brazil’s legacy of body contouring, each hub leverages a mix of cost competitiveness, technical specialization, and cultural capital to attract international patients.
While the sector’s growth is proof of the rising demand for beauty enhancements across demographics and geographies, it also raises questions of safety, aftercare, and regulatory oversight. For the beauty industry, the challenge and opportunity lie in balancing accessibility with accountability, ensuring that the global quest for beauty does not outpace patient protection.
