The rise of dental tourism

Dental Tribune International

Mon. 10. March 2025

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LIVERPOOL, England: Dental tourism has seen significant growth in recent years, particularly among younger demographics influenced by social media trends. A recent study by researchers at the University of Liverpool that analysed UK newspaper coverage of the phenomenon provides valuable insights into the public perceptions, motivations and consequences of seeking dental care abroad.

The study analysed 131 UK newspaper articles published between 2018 and 2023 and identified the following five dominant themes in media narratives: motivators for seeking treatment abroad, patient-reported experiences, warnings from dental professionals, the role of social media in amplifying trends, and media stigmatisation of individuals who have undergone dental care overseas.

Regarding the factors that significantly influenced individuals’ decisions to seek dental treatment outside the UK, the researchers found that pull factors included the affordability of treatments, the promise of quick dental transformations, and the influence of celebrities and social media personalities. In contrast, push factors centred on systemic issues within UK dentistry, particularly the high cost of private dentistry in the UK and the difficulty in accessing National Health Service (NHS) dental care. One article quoted a British Dental Association board member acknowledging this crisis, saying: “Unless the government invest loads in the NHS, so everyone can have an NHS dentist, people are going to be in the horrendous position of having to go abroad.”

The study found that newspapers often sensationalised cases of dental tourism, highlighting extreme cases of negative outcomes, such as pain, infection and long-term oral health complications. One NHS dentist emphasised the irreversible harm caused by aggressive cosmetic procedures undertaken overseas, telling readers: “It’s shocking people have no clue what they’ve done. They talk about veneers […] but in reality, they are crowns, meaning much more aggressive tooth reduction.”

Additionally, concerns were raised about the lack of regulation and legal redress for patients undergoing treatment abroad. Many UK dentists expressed reluctance to treat patients returning with complications, fearing legal liability.

Social media platforms, particularly TikTok and Instagram, were identified as a major driver of the trend known as “Turkey teeth”, and influencers were found to have showcased dramatic before-and-after dental transformations. However, influencers also used these platforms to warn others about the risks associated with overseas dental treatment. Despite these warnings, the study found that many patients accepted the resulting discomfort and potential risk as a trade-off for improved self-confidence.

Implications for dentistry and public health

Given the growth of dental tourism, the study recommended stricter regulation of social media advertising to prevent the targeting of young and vulnerable individuals with misleading claims. It also called for better public education on the risks of aggressive cosmetic dental procedures and clearer guidance for patients considering treatment abroad.

“[If] you see someone with a Turkey smile, please be kind and have understanding.”
—anonymous dental tourist

For the country’s dental clinicians, growth in dental tourism among UK residents highlights the urgent need to address treatment barriers to oral care, including stark accessibility and affordability issues in NHS dentistry. Furthermore, it emphasises the importance of compassionate communication with patients who may have been misinformed about their treatment options. The study cited one individual who had undergone dental treatment as saying: “This decision isn’t an easy one for many, but if you see someone with a Turkey smile, please be kind and have understanding.”

The study underscored the complex social, economic and psychological factors driving dental tourism and emphasised the need for both policy reforms and professional awareness to navigate this evolving landscape.

The study, titled “Contemporary dental tourism: A review of reporting in the UK news media”, was published in the 28 February 2025 issue of the British Dental Journal.

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