Türkiye received 1,398,580 health tourists in 2025 and earned $3.02 billion from them, according to official figures published by USHAŞ from TurkStat data. That's 7.2% fewer patients than in 2024 for almost exactly the same revenue. This report puts the official numbers next to something they don't show: how often people in the US, UK, Germany and France actually search for treatment in Türkiye, and what advertisers pay for those searches.
Key findings
- Fewer patients, same revenue. Health tourists fell 7.2% in 2025 while revenue stayed flat at about $3.02 billion.
- Spend per patient is rising. Revenue per health tourist went from $1,597 in 2022 to $2,161 in 2025, up 35% (our calculation from USHAŞ figures).
- Hair transplants dominate search in every market we measured. "hair transplant turkey" averages 27,100 US searches a month.
- The UK is the dental market. UK searches for "dental implants turkey" average 5,400 a month, more than the US (3,600) despite a far smaller population.
- January is the planning month. Dental and cosmetic searches peaked in January 2026 in the US, UK and France.
- Advertisers pay $12–17 a click for hair and dental searches in the US and UK.
The official numbers
| Year | Health tourists | Revenue (USD) | Revenue per patient* |
|---|---|---|---|
| 2019 | 756,926 | $1.46 billion | $1,928 |
| 2020 | 435,691 | $1.37 billion | pandemic year |
| 2021 | 729,592 | $2.02 billion | pandemic recovery |
| 2022 | 1,381,807 | $2.21 billion | $1,597 |
| 2023 | 1,538,643 | $3.01 billion | $1,954 |
| 2024 | 1,506,442 | $3.02 billion | $2,007 |
| 2025 | 1,398,580 | $3.02 billion | $2,161 |
Source: USHAŞ health tourism data, based on TurkStat. *Revenue per patient is our calculation (revenue ÷ patients); 2020–2021 are excluded from the trend because pandemic travel distorted the mix.
Foreign search demand by market
Average monthly Google searches, September 2025 to August 2026.
| Treatment | US | UK | Germany | France |
|---|---|---|---|---|
| Hair transplant | 27,100 | 8,100 | 6,600 | 2,400 |
| Dental implants | 3,600 | 5,400 | not reported | 480 |
| Veneers | 2,400 | 2,400 | not reported | not reported |
| Breast augmentation | 1,000 | 1,900 | not reported | 210 |
| Tummy tuck | 720 | 1,600 | not reported | not reported |
| BBL | 480 | 480 | 90 | 260 |
| Laser eye surgery | not reported | 480 | not reported | not reported |
Queries used per market: English ("hair transplant turkey"), German ("haartransplantation türkei"), French ("greffe de cheveux turquie"), and the equivalent phrase for each treatment.
What advertisers pay per click
| Search | US | UK |
|---|---|---|
| Hair transplant turkey | $12.47 | $17.13 |
| Dental implants turkey | $13.50 | $15.52 |
| Veneers turkey | $9.82 | $13.39 |
| Breast augmentation turkey | $8.14 | $12.50 |
At these prices, a clinic that needs 50 clicks to produce one consultation pays several hundred dollars per consultation before anyone answers the phone. That's why response speed and follow-up matter more than another campaign.
When patients search
- Dental and cosmetic: January peaks in the US, UK and France (for example, UK "dental implants turkey" reached 8,100 searches in January 2026 against an average of 5,400).
- Hair transplants: the US peaked in April 2026 at 60,500 searches, more than double the average; the UK peaked in September 2025; Germany in January 2026.
- Summer is the low point for most treatments in the US and UK.
Campaigns, content and coordinator staffing should be in place before these peaks, not during them.
What the data can't tell you
Google doesn't report search volume for several medical procedures, including IVF, gastric sleeve and rhinoplasty in the US and UK. "Not reported" in the tables means no published figure, not zero demand. Search volume also measures interest, not patients: it shows where demand starts, not how much of it converts.
What this means for clinics
- Plan by market, not by country of origin alone. UK patients search dental; US patients search hair; Germany is almost entirely hair.
- Budget for the January peak in dental and cosmetic campaigns.
- Measure cost per consultation, not per click. At $12–17 a click, the leak is usually in follow-up.
- Stay inside the rules. Since November 2025, Turkish clinics may only advertise to foreign audiences through separate foreign-language channels, with Türkiye excluded from targeting.
For how this works in practice, see medical SEO for healthcare practices and our patient acquisition strategy.
Methodology
- Official figures: USHAŞ (Uluslararası Sağlık Hizmetleri A.Ş.) health tourism data page, sourced from TurkStat, accessed 3 October 2026.
- Search demand and cost per click: Google Ads search volume via the DataForSEO API, pulled 3 October 2026, for the US, UK, Germany and France in each market's language. Volumes are monthly averages over September 2025 to August 2026; Google rounds them into bands.
- Revenue per patient is a simple division of published revenue by published patients and doesn't account for treatment mix or length of stay.
You may cite or reproduce these tables with a link to this page.