Türkiye's rapid rise in health tourism has led to rival campaigns by countries such as the UK, France, and Germany, which portray Turkish healthcare as cheap but risky. Industry representatives say these efforts have led to patient losses, particularly among first-time visitors, and have reinforced negative perceptions in target markets. In response, Turkish providers have launched counter-initiatives to emphasise their reputation as a safe and high-quality destination. In 2025, 1.39 million foreign patients visited Türkiy for medical services, generating revenues of $3.02 billion. Europe remains the largest source of patients, followed by the US, the Middle East and Gulf countries.