Strategies in Medical and Wellness Tourism for Economic Development in Ecuador and Cuba Post COVID

Health and wellness tourism is one of the sectors that has gained more importance after the Post COVID-19 pandemic, since it has contributed significantly to the economic development of countries, in addition to providing health benefits such as alternative and therapeutic treatments, thalassotherapy, thermalism, spa and wellness centers, which provide multiple benefits to the quality of life of individuals. The objective of the research is framed in identifying the strategies in the sector, from an exhaustive analysis in the countries of Ecuador and Cuba for economic development. The methodology used is based on the bibliographic review of scientific articles, consultant's reports on regional dynamics and gaps of medical and wellness tourism in these countries, with a descriptive and quantitative–qualitative approach. The results show a visible creativity of these two countries that make possible their contribution to economic development with initiatives in medical and wellness tourism. The conclusions ratify the creation of innovative strategies in health services to generate value propositions in this sector. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.