Abstract
BACKGROUND: For many people, the need for parenthood remains unfulfilled due to biological reasons and a remedy for these individuals is assisted reproduction (AR). Because of widely differing and sometimes incompatible legislations around the world related to AR, there is considerable confusion across national borders. Within Europe, Greece seems to be in a comparatively favorable position because of lower restrictions and the availability of decent quality specialized medical facilities. This research is a market study with a business perspective and explores the emerging landscape of reproductive tourism (RT) in Greece. METHODS: The research adopted mixed methods. First, open-ended questions were used to interview foreign medical tourists and staff in various AR clinics. Based on the insights from these interviews and guided by the extent literature, a survey instrument was prepared and administered among 130 patients. RESULTS: Findings indicate that Greece still lack policies that nurture transparency and dynamic response to technological changes in AR. Also, the travel industry lack specialists who can effectively liaison with clinics, who understand the availability of AR technologies, regulations, and the unique needs of AR tourists. CONCLUSIONS: Globally, the need for assisted reproduction has tremendously increased; yet, the supply of facilities is lagging far behind. There is a unique advantage for clinics located in touristic locations in countries that offer cheaper treatment options. Given the shape of its debt-ridden economy, Greece needs foreign exchange inflows and gaining first mover advantage in reproductive tourism is probably an important way to achieve this. This research draws up a reproductive tourism strategy for Greece.