The Malaysian government is targeting to generate revenue of RM2.8 billion by 2020 from medical tourism, claims deputy health minister Dr Hilmi Yahaya.

The Malaysia Healthcare Travel Council (MHTC) has implemented various initiatives to make Malaysia a destination of choice for medical tourists. Yahaha says; "The government works in collaboration with the private sector, especially private hospitals, and government agencies both locally and overseas in the implementation of the marketing plans."

MHTC has outlined three approaches; use of agents, digital marketing and industry sustainability towards achieving the target. Indonesia, China, Myanmar, Vietnam and India have been identified as important markets.

Among the strategies, they aim to shift towards high-value customers by offering specialised medical treatments, and intensifying digital marketing through the Internet and social media.