By Wayne Brackin, President & CEO of KIDZ Medical Services
In my previous column, I outlined why South Florida is uniquely positioned to become a premier destination for international medical travel. That piece sparked an important conversation among healthcare leaders, economic partners, and community stakeholders about what it will take to compete globally. This follow-up advances that dialogue—shifting from the “why” to the “how”—by examining the strengths our region can leverage, the partnerships we must deepen, and the opportunities we cannot afford to overlook as medical tourism accelerates worldwide.
Every year, the number of international patients coming to the U.S. to receive medical care increases. In 2024, the U.S. medical tourism market size was estimated at $8.74 billion, and it is projected to grow to roughly $26.58 billion by 2033.
While many patients are attracted to the U.S. for its internationally accredited hospitals and reputation for cutting-edge medical treatments, most still seek care at globally recognized centers such as the Mayo Clinic, Cleveland Clinic, Johns Hopkins Hospital, and Texas Medical Center in Houston, also known as “Medical City.”
Texas Medical Center offers a model worth emulating. Its leading institutions deliver world class care individually while also collaborating across research, clinical innovation, and best practice sharing—creating one of the most successful healthcare destinations in the world.
Yes, there have been earlier attempts at regional collaboration, but South Florida’s healthcare landscape is fundamentally different today. A new era of luminary clinical talent, stronger institutional partnerships, and world class infrastructure—driven by significant recent investment—has created conditions that simply didn’t exist before.
Over the last five to six years, major expansions in medical and academic capacity have positioned Florida’s health systems to compete in a rapidly growing market. But long-term success will require providers across South Florida to collaborate rather than compete. Our region needs a unified strategy to attract the right international patient mix and deliver a seamless, high touch experience once they arrive.
Extending a Welcoming Hand
South Florida healthcare organizations already have experience in providing care to the international community, especially patients from Central and South America and the Caribbean. In fact, many of our hospitals already have leadership and staff dedicated to providing a seamless patient experience, no matter where the patient calls home.
Examples of this robust infrastructure can be seen across Baptist Health, Broward Health, Nicklaus Children’s Hospital, HCA Florida Healthcare, Jackson Health System, and the University of Miami Health System, all of which operate international services departments dedicated to supporting these patients. Leaders such as Deborah Mari (HCA Florida Mercy Hospital International Services), Sarah Alyamani (Tenet’s Paley International), Rogelio Ribas (Baptist Health International), and Yohandra Fuentes (Broward Health Global Health Services) have long been immersed in this market, working alongside highly experienced teams who understand the unique needs of international patients and families. Though these departments often operate behind the scenes, they provide exceptional value through comprehensive operational, financial, and clinical coordination. They also serve as the central liaison among patients, embassies, global insurers, and medical staff.
Attracting the Sporting Community
You don’t have to look any further than every social media channel right now to see the effect that sports can have on international relations. Professional athletes and teams attract some of the country’s best physicians for their care, and international patients look to their favorite teams to find that level of expertise when they come to the U.S.
South Florida boasts an extraordinary lineup of professional and collegiate athletic teams, from the Miami Heat and Miami Dolphins to the Florida Panthers, Miami Marlins, Inter Miami, and the Miami Hurricanes. South Florida also regularly hosts global sporting events such as the FIFA World Cup and the Super Bowl, drawing thousands of international fans and elevating its visibility on the world stage.
These organizations rely on exceptional medical expertise, much of it provided by physicians within our own community. Alongside Baptist Health’s orthopedic and sports medicine team—which includes Dr. Keith Hechtman, head team physician for FIU athletics—UHealth’s Dr. Michael Baraga serves as head orthopedic physician for the Miami Marlins, and Dr. Lee Kaplan is the medical director for Miami Hurricanes athletics. Together, they demonstrate the depth of sports medicine talent rooted in South Florida.
The same forces that propel South Florida through these massive worldwide events are also linked to sports medicine and orthopedic care, which elevate the region compared to other parts of the country.
Catering to Passengers and Crews
Cruise lines are a major part of South Florida’s tourism infrastructure, and thousands of crew members and passengers receive care from local physicians each year. With Miami and Fort Lauderdale serving as home ports for many cruise lines, this has become a distinct specialty area with significant growth potential.
Several health systems have established strong cruise line medicine programs, including Broward Health in Broward County and Baptist Health in Palm Beach County. Norwegian Cruise Line, Royal Caribbean, and Carnival Cruise Line all rely heavily on South Florida’s medical community as a key resource.
Although they do not provide on board care, Baptist Health International routinely treats international patients, offers second opinions, and collaborates with healthcare networks in major cruise destinations. Shoreside hospitals also serve as primary receiving centers for critically ill patients evacuated from ships, reinforcing the region’s essential role in supporting the cruise industry.
The Path Forward
By deepening these partnerships and presenting South Florida as a unified medical destination, we can transform international interest into sustained regional growth. When we move together, the entire ecosystem benefits—from hospitals and physicians to the patients who trust us with their care. I invite you to join other healthcare leaders and me in building the partnerships and shared strategy that will position our region as the premier destination for international patients.
Sidebar:
Five Immediate Steps to Strengthen South Florida’s International Patient Market
- Align on Priority Patient Segments
Focus promotion on specialties where South Florida already excels—oncology, orthopedics and sports medicine, cardiology, pediatrics, women’s health, and cruise line medicine. Specialization sharpens our competitive edge.
- Form a Regional International Patient Consortium
Unite hospitals and health systems, tourism and hospitality partners, cruise lines, and economic development agencies to coordinate strategy, share data, and present a unified identity. When these sectors operate in sync, the region becomes more visible, attractive, and easier to navigate.
- Standardize the High Touch Patient Journey
Create region wide expectations for concierge level care: pre arrival telehealth, bundled pricing, multilingual navigation, travel coordination, and post discharge virtual follow up. International patients choose destinations where every step of their journey feels coordinated and elevated.
- Leverage Sports Medicine as a Global Brand Asset
Leverage healthcare partnerships with South Florida’s professional teams and renowned team physicians to facilitate more international outreach, partnerships, and athlete focused campaigns. The credibility of South Florida’s elite sports teams and physicians elevates the region’s reputation and attracts patients who trust the experts that pro athletes rely on.
- Expand Cruise Line and Maritime Health Partnerships
Formalize referral pathways, strengthen emergency response coordination, and position South Florida as the global hub for corporate employee, crew member, and passenger care. A unified approach to cruise line medicine strengthens South Florida’s reputation as the go to destination.
