By Kagan Seymenoglu, CEO, Longevita
The global medical tourism market has grown exponentially over the past two decades – and nowhere is this trend more visible than in aesthetic medicine. Every year, more UK patients travel abroad for low-cost cosmetic procedures, drawn by persuasive marketing, short waiting times, and the promise of “holiday surgery” for a fraction of the UK price.
But behind the glossy imagery lies a troubling truth. Many patients are being exposed to unregulated, unsafe clinics – and when complications occur, as they frequently do, it is the NHS and reputable UK aesthetics professionals who are left to pick up the pieces.
As CEO of Longevita, I have witnessed both the benefits and the risks of this growing industry. That’s why I have authored a new White Paper, “Cutting it fine – Regulating Medical Tourism for UK Patients”, which calls for a comprehensive regulatory framework to govern outbound medical tourism from the UK – one that safeguards patients, protects public resources, and preserves the hard-earned reputation of the UK’s aesthetics industry.
To accompany the White Paper, I have launched a public petition urging the Government to act. The petition is now live and open for signatures.
According to the Office for National Statistics, more than half a million British patients left the UK for healthcare overseas in 2024, a 50 per cent increase in two years. A significant proportion of these journeys involve elective cosmetic procedures such as breast augmentations, rhinoplasties, veneers, and hair transplants.
International healthcare has an important role in a globalised world. However, when patients undergo surgery in clinics that lack enforceable safety standards, proper insurance, or aftercare pathways, the risks extend far beyond the individual. Complications often result in additional NHS treatment or revision procedures by qualified UK professionals – diverting clinical time and resources away from domestic patients.
Currently, no UK-specific body exists to regulate or accredit international clinics targeting British patients. This vacuum has enabled poor-quality operators to flourish – both overseas and increasingly within the UK – undercutting legitimate clinics by reducing prices and standards alike.
To address this, my White Paper proposes the creation of an independent UK Medical Tourism Accreditation Association (UKMTAA). This national body would be responsible for accrediting overseas clinics that market directly to UK consumers, ensuring that participating providers meet UK-equivalent standards in safety, transparency, and clinical governance.
Such a system would empower patients to make informed choices and give reputable overseas clinics a benchmark to demonstrate credibility.
The framework also recommends introducing mandatory medical tourism insurance to cover complications, emergency repatriation, and follow-up care. Too many patients currently travel uninsured, leaving them financially and medically vulnerable – while the NHS absorbs the cost of complications.
In parallel, we propose an integrated aftercare pathway to facilitate the seamless transfer of medical information between overseas clinics and UK providers. This would improve patient recovery and clarify clinical responsibilities when complications arise.
Another critical element is tighter regulation of medical tourism advertising. Many social media promotions and influencer endorsements omit crucial information about risks, qualifications, or aftercare. Working with the Advertising Standards Authority (ASA) and Care Quality Commission (CQC), we recommend establishing clear, enforceable rules requiring overseas clinics marketing to UK consumers to meet the same transparency standards as domestic providers.
This is not an attack on international healthcare – it is a call for accountability and alignment. Without regulation, we risk undermining both patient safety and public trust.
Every botched procedure that returns to the UK adds to NHS workloads, strains public finances, and damages the reputation of our aesthetics sector. Regulation is not a burden – it is an investment in public confidence and professional integrity.
A Call to Action
The UK aesthetics industry has long been admired for its professionalism, innovation, and commitment to patient welfare. But without decisive action, that reputation could be compromised by the actions of unregulated overseas providers.
By supporting the proposals outlined in this White Paper – and by signing petition – policymakers, clinicians, and patients can help establish a safer, fairer system that upholds the UK’s world-class standards.
It is time to act – to protect patients, preserve NHS resources, and safeguard the future of a sector that represents the very best of British medical excellence.
To support the call for stronger regulation of medical tourism, visit and sign the petition petition.parliament.uk/petitions/733989
For more information or to access the full White Paper visit www.longevita.co.uk/guides/regulating-medical-tourism/
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