People travel across borders to seek treatments that are either too expensive or unavailable in their home countries.In the European Union (EU) the Directive on the application of patients’ rights in cross-border healthcare gives citizens the right to access healthcare in any EU country and be reimbursed for the costs by their home country. All components of health tourism, medical, wellness and spa tourism require good data, particularly with regard to artificial intelligence that has given a new push to health tourism in recent years. The aim of this paper is to explore the need for relevant and better data from the perspective of government policy and from the perspective of accommodation service providers. The paper also examines the question of data from the perspective of health providers (clinics, hospitals, diagnostic centres) considering certain aspects of artificial intelligence. The finding is that there is room for improvement. This is particularly relevant because—although having a relatively small share in the tourism sector—health tourism is becoming a global trend industry with a significant revenue and healthcare potential.