Identifying and Analysing Iran Medical Tourism Development Barriers Using Fuzzy Cognitive Mapping.

This article focuses on identifying and analyzing the barriers to the development of medical tourism in Iran using fuzzy cognitive mapping (FCM) methodology. Through a literature review and expert panel input, 17 critical barriers were identified, with five—managers' lack of knowledge, lack of strategic planning, lack of cooperation and coordination, weak government support, and lack of an enabling tourism sector—highlighted as the most influential in causing other obstacles. The study emphasizes that addressing these structural barriers is essential for improving Iran’s competitiveness in the global medical tourism market, especially amid rising regional competition. The findings suggest that adopting strategic planning, enhancing government support, and benchmarking successful practices from established medical tourism destinations could facilitate the sector’s growth in Iran.