Health and business with health-related goods and services can be seen as one of the mega trends in the twenty-first century (Nefiodow 1999). According to PricewaterhouseCoopers (PWC) (2005) HealthCast 2020, the 24 Organisation for Economic Co-operation and Development (OECD) countries will be spending approximately US$ 10 trillion on health in 2020. In tourism, health-related services have become a growing market segment and a billion dollar business. For 2010, the Global Spa Summit estimated the global market size of health tourism (medical and wellness tourism) to be US$ 156 billion (Global Spa Summit 2010). This development in health tourism can be attributed mainly to two driving forces: economic-based driving forces, such as exploding costs for medical treatments in industrial nations, and socio-psychological driving forces, such as value changes in aging societies.