(Державний торговельно-економічний університет, 2024) Spas, E.
The essence of the concepts of «medical tourism» and «marketing mix» in the context of the tourism industry is defined. The main elements of the marketing mix complex (4P: Product, Price, Place, Promotion) and their application in the development of medical tourism are considered. The current state of medical tourism in Kyiv is analyzed and key factors influencing its development are identified. Using the example of «TRAVEL PROFESSIONAL GROUP» LLC, practical aspects of implementing the developed strategy are considered and its potential impact on the development of medical tourism in Kyiv is evaluated.