This article examines the transformative impact of digital innovation and emerging technologies on the development of medical tourismTourism, with a specific focus on the phygital approach. Medical tourism represents a multidimensional phenomenon that combines technological advancements with the spatially dynamic and systemic organisation of patient journeys, healthcare services, and associated infrastructure. This study investigates the theoretical underpinnings and strategic applications of the phygital paradigm, addressing a critical gap in the existing literature. In the article, we assessed the capacity of the phygital approach to enhance spatial planning, operational efficiency, and patient-centric experiences. By addressing the intersections of digital and physical domains, the article explores how the phygital approach can redefine the value proposition of medical tourism through system-level optimisation, stakeholder collaboration, and personalised service delivery. Additionally, the study highlights the challenges of implementing such technologies, including high costs, skill requirements, and integrationIntegration barriers. The research underscores the need for a more strategic, spatially aware application of the phygital approach to foster sustainable growth in medical tourism, offering a foundation for further scholarly inquiry and policyPolicy development at national, regional, and cluster levels.