The hair transplant industry in Turkey continues to grow and is shifting its focus from the Middle East to Europe.
Istanbul has become an important center, attracting thousands of international customers. While the sector remains strong, unregistered clinics and the saturation of the Middle East market have prompted companies to target Western customers.
Turkey, and Istanbul in particular, has become a popular destination for hair transplants. Elif Ural, a member of the board of directors of the Turkish Association of Travel Agents (TURSAB), described the rapid expansion of the sector in an interview with Hurriyet newspaper.
“This business has made Istanbul a brand,” says Ural. Even when we cut prices in Antalya, patients still prefer Istanbul.”
Previously, Middle Eastern clients dominated the market, but now patients from the UK, Germany, Spain and Italy are also being attracted. It is estimated that about 750,000 foreigners will travel to Turkey for hair transplants in 2024. However, the exact number is unclear due to the large number of unregistered clinics.
Despite its success, Turkey’s hair transplant industry is still struggling with unregistered operations. Mr Ural estimates that about 90 per cent of the sector’s business is run informally.
“About 1.5 million people visited Turkey for health tourism in 2024, but we don’t have exact data on hair transplants because most of the industry is unregistered,” Ural said.
Many clinics offer high-quality treatment, but unregistered merchants have raised concerns about safety and service standards. As competition has increased, prices have come down. In 2024, the average cost of a hair transplant will be $4,000, while the current price range is between $1,500 and $3,000. Turkey’s expertise in training foreign doctors has also led to unexpected competition.
Many Middle Eastern doctors trained in Turkey now practice hair transplants in their own countries, reducing the number of patients traveling to Istanbul.
Dr. Servete Terzile, president of the Turkish Health Tourism Association (TUSATDER), noted that unauthorized intermediaries are a growing problem.
Terzile said: “Intermediaries in the Arab region prevent patients from going to Turkey. The same problem has arisen in Europe. Western jokes about Turkey’s hair transplant industry have become free publicity, but the competition is getting tougher.” Health tourism is vital to Turkey’s economy. In 2024, the industry generated about $3 billion in revenue and is expected to grow to $6 billion by 2025. Ural has proposed plans to increase revenue per patient from $2,000 to $4,000.
“By 2030, we are aiming for $20bn in health tourism revenue,” Mr Ural said.
Dental tourism is also booming. Ural highlighted Antalya’s growing reputation for dental procedures, especially the “Hollywood Smile” treatment, which costs around 3,500 euros. Many British tourists recognise the Lala District as a prime destination for high quality dental care.
Despite its success, the industry still faces regulatory and tax-related issues. Ural noted that VAT and income tax exemptions generally apply to health tourism, but not to cosmetic procedures such as hair transplants. Industry professionals are in communication with the Treasury to address these issues.
As international competition intensifies and Turkish investors expand overseas, the hair transplant market in Turkey continues to evolve. The country still attracts European customers, but experts expect the Turkish hair transplant industry to expand further into the Gulf region and Western markets in the coming years.
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