1 Introduction The rise of medical and wellness tourism in Western societies is caused by socio-economic factors including rising health costs, a growing distrust of orthodox medicine and an increasing desire for alternative, more holistic therapies. Media pressure to conform to images of physical beauty and eternal youth is also a significant factor 1.1 The terms used to describe this form of medical, wellness, health and holistic vary tourism and are sometimes used interchangeably. In fact, they describe different tourism products. 'Medical' tourists travel to surgery or some other kind of have medical treatment, whereas wellness' tourists go on holiday to improve their physical fitness and/or their psychological and spiritual well-being 2 Essential vs Voluntary medical tourism Essential medical tourism involves major surgery, such as organ transplants, or non-surgical procedures. such as cancer treatment. Voluntary medical tourism is concerned with preventative medicine, dental treatment and aesthetic improvements, like plastic surgery and botox injections.