Wellness tourism in Sareyn, Iran: resources, planning and development

Health tourism is a broad concept that incorporates both medical and wellness tourism. Sareyn, city of Ardabil province, is one of the largest and the most diverse cities for health tourism. Although health tourism in Iran is in its infancy, it can offer new opportunities, and strengthen the overall competitiveness of Iran's tourism industry. In this paper, by using strengths, weaknesses, opportunities and threats (SWOT) analysis, the strengths and opportunities for sustainable health tourism are determined. Also, weaknesses and threats are recognized; finally, guidelines for efficiently using the strengths and transforming the weaknesses into opportunities and strengths are presented.