ECONOMIC IMPACT OF MEDICAL TOURISM DEVELOPMENT: OPPORTUNITIES FOR THE PRIVATE SECTOR OF UKRAINE

Abstract

Objective. The objective of this article is to identify and analyze the economic potential of medical tourism development for the private healthcare sector in Ukraine. The study aims to assess the opportunities available to Ukrainian private medical institutions in the context of global market trends and geopolitical challenges, and to determine the necessary conditions for sustainable growth in this sector. Methods. The research is based on a comprehensive analysis of global and domestic trends in medical tourism, with particular attention to successful practices in Central and Eastern European countries such as Poland and the Czech Republic. A comparative approach was used to identify key success factors applicable to the Ukrainian context. The article also includes a review of the regulatory and legal framework governing the sector, supported by a statistical overview and evaluation of current investment needs. Results. The study reveals that Ukraine’s private healthcare sector possesses significant internal advantages, including competitive pricing, a well-developed infrastructure in certain specialties, and an increasing reputation among international patients. Despite the ongoing war, there is substantial potential for regional recovery and sectoral growth, especially in safe areas and niche services such as post-war rehabilitation. The findings emphasize the role of the private sector as a major driver of development and highlight the importance of targeted strategies, coordinated efforts, and investment in quality, infrastructure, and marketing. Scientific novelty. The article provides a focused examination of medical tourism from the perspective of Ukraine's private healthcare system under war conditions, which has not been widely covered in existing literature. It presents a contextualized analysis of how Ukrainian private medical institutions can position themselves in the global medical tourism market by leveraging both internal resources and international experience. The study also identifies behavioral and business model patterns that are key to adapting to new economic realities. Practical significance. The findings of this study can be used by healthcare managers, investors, and policymakers to shape strategic decisions aimed at stimulating the growth of medical tourism in Ukraine. The article offers practical recommendations for developing competitive business models, attracting international patients, and improving regulatory conditions. It also provides insights into how medical tourism can contribute to Ukraine's economic recovery and long-term healthcare system resilience.