“In Italy, even a smile is an art form.” This is the slogan of a well-known dental clinic in Milan, which has now become a regular stop for hundreds of foreign patients. From Switzerland to Germany, passing through the United Kingdom and even the United States, more and more people are choosing Italy not only to admire the Colosseum or enjoy a good Chianti, but also to sit in a dentist’s chair. It’s the phenomenon of inbound dental tourism, a rapidly growing sector that is turning the Bel Paese into a destination for health as well as culture.
The high quality of Italian dental care, often paired with more affordable prices compared to other industrialized countries, is a strong draw. Clinics offer all-inclusive packages that combine treatments with stays in desirable locations and personalized language assistance. Milan, Rome, Florence, as well as spa towns like Abano in the Veneto region or seaside destinations in Apulia, are becoming hubs for a new form of self-care: looking after your teeth while enjoying a vacation.
Prices can be 30% to 50% lower compared to patients’ countries of origin, without compromising on safety or quality standards. A dental implant in Italy typically costs between €1,200 and €1,800 ($1,332 – $1,998), while in some Northern European countries the same procedure can reach up to €3,500 ($3,984). Cosmetic treatments such as dental veneers or professional whitening are also offered through competitive and comprehensive plans, tailored to meet the needs of an increasingly demanding international clientele.
However, while Italy becomes a new hub for dental tourism, Italians themselves continue to go abroad. Last year, over 200,000 Italians chose to travel to countries outside the EU, such as Albania, Moldova, Turkey, and Tunisia, drawn by low-cost dental care concentrated in just a few days and attractive “all-inclusive” offers. This trend is on the rise, driven by the perception that treatment at home is too expensive.
Yet, not all that shines is enamel. The immediate savings may hide clinical risks and legal complications. In 2024, the European Parliament acknowledged the growth of this trend, especially towards Eastern Europe, and highlighted the risks associated with low-cost dental care that may not always meet safety standards. The main goal is to ensure that patients are properly informed about the potential health risks to protect their well-being, and to safeguard their right to safe and transparent healthcare, regardless of where they are located.
The paradox is clear: while Italy invests in attracting patients from all over the world, many of its own citizens are forced to seek more affordable care elsewhere.
