Advances in artificial intelligence (AI) have transformed pricing mechanisms across the tourism and medical tourism sectors, enabling unprecedented levels of price transparency, cost forecasting, and information accessibility. This review synthesizes the existing literature on AI-based price transparency systems and examines their impact on tourist confidence and destination choice. Findings indicate that AI-driven pricing tools—such as machine learning–supported cost estimators, automated price comparison engines, and real-time dynamic pricing platforms—significantly reduce perceived financial risk by clarifying expected costs and minimizing unexpected expenses. Increased transparency enhances trust in both service providers and destinations, thereby fostering greater consumer confidence and influencing destination selection. Furthermore, AI-enabled systems support equitable competition among destinations by standardizing pricing information, while also shaping tourists’ cognitive evaluations through eWOM analytics, sentiment analysis, and predictive modelling. However, challenges remain regarding algorithmic bias, data privacy, over-standardization of prices, and potential consumer reliance on automated systems. Overall, the review demonstrates that AI-based price transparency is a critical determinant of modern tourist behavior, strengthening trust, improving decision-making, and reshaping destination competitiveness. Future research should investigate cross-cultural differences in trust formation, the long-term behavioral impacts of AI-mediated pricing, and the ethical implications of algorithmic transparency in tourism markets. This review study explores how AI-based price transparency practices in the tourism sector influence tourist trust and, in turn, destination choice. It focuses on the effects of transparent pricing, dynamic pricing, and personalized AI-driven systems on tourists’ perceptions of fairness and trust, synthesizing existing research to clarify the relationship between price transparency, trust, and destination selection.

Health tourism has become not only an economic opportunity for countries but also a strategic area in terms of international prestige and service export. Türkiye, has the potential to become a global player in this field due to its advanced health infrastructure, cost-effective services and geographical advantages. However, in order to fully realize this potential, it is necessary to strengthen the promotional activities in the sector, combat illegal and unregulated practices, expand international accreditations and eliminate the lack of qualified human resources. In addition, the quality and reliability of the diagnosis, treatment and post-rehabilitation services offered to health tourists play a decisive role in the choice of destination. In this context, regulations such as complication insurance stand out as important steps to increase trust in the sector. Türkiye’s sustainable and competitive position in health tourism will be possible with comprehensive public policies, transparent pricing, coordinated organizational structures and digitally focused promotional strategies. In this study, Türkiye’s current situation in health tourism, strategic approaches, structural challenges and future opportunities are examined from a multidimensional perspective. As a result of the current situation analysis, strategic suggestions for the future of health tourism have been developed.

The rapid global increase in the 65+ population has positioned gerotourism as a strategically important field at the intersection of health and tourism. Within this context, cognitive health has emerged as a critical component shaping the travel motivations, risk perceptions, and service expectations of older adults. This review synthesizes current evidence on Alzheimer’s and dementia risk reduction practices and examines how these scientifically grounded interventions are being incorporated into geriatric check-up tourism. Findings indicate that multidimensional lifestyle interventions—including Mediterranean diet adherence, physical activity, cognitive rehabilitation, social engagement, stress management, and mindfulness—provide measurable benefits in delaying cognitive decline and reducing modifiable dementia risk factors. Simultaneously, advancements in diagnostic technologies such as PET/MR imaging, liquid biopsy, and AI-driven cognitive assessment tools have expanded the scope and attractiveness of geriatric check-up packages offered by tourism destinations. The analysis highlights that cognitive health programs enhance tourist satisfaction, perceived health benefits, and destination trust, thereby strengthening loyalty among senior travelers. Furthermore, geriatric check-up tourism offers destinations significant economic advantages while encouraging preventive health behaviors among older adults. Overall, the review underscores the rising significance of cognitive health in gerotourism and argues that destinations should prioritize brain-health-oriented service models, enhance age-friendly infrastructure, and promote integrated neurological screening and wellness programs. Future research should further explore cross-national comparisons, technological innovations, and qualitative insights into senior tourist behavior to advance both theoretical and practical knowledge in this emerging field.

Developed within the scope of Türkiye’s health tourism vision, the HealthTürkiye brand and portal have been positioned as a one-stop digital platform for international patients. This study examines the strategic role of the HealthTürkiye portal and brand in light of the Regulation on International Health Tourism and Tourist Health dated April 26, 2025, and related documents. The legislative analysis reveals that innovations such as mandatory membership of healthcare facilities and intermediary institutions to the HealthTürkiye portal and performance monitoring criteria ensure compliance with international quality standards and digital integration. The components of the HealthTürkiye brand make significant contributions in the areas of digitalization, service quality, patient experience, and global brand image. In practice, the membership process and performance criteria of the portal have triggered a process of institutional alignment and transformation for healthcare facilities and intermediary institutions. The model centered on the HealthTürkiye portal is evaluated in terms of the advantages it provides in transparency, supervision, and promotion, as well as the challenges it presents regarding data sharing and adaptation. As a result, the HealthTürkiye brand serves as Türkiye’s gateway to the world and assumes a strategic role in the international healthcare system. The study offers recommendations for policymakers to ensure the portal’s sustainability and data security, and for healthcare facilities and intermediary institutions to invest in digital infrastructure and service quality.