Health tourism, as one of the strategic sub-branches of the tourism industry, is a global and growing phenomenon. Mashhad metropolis, with its advantages of religious tourism and medical capabilities, has a unique capacity to become the regional health tourism hub; however, the lack of a comprehensive and indigenous development model has prevented the optimal utilization of these capacities.
Objective: This research was conducted with the aim of designing a health tourism development model in Mashhad metropolis with an emphasis on management, infrastructure, and marketing dimensions.
Methodology: The present research is a qualitative research in terms of its fundamental-applied purpose and descriptive-exploratory in terms of data collection.
Findings: Data analysis led to the extraction of 342 open codes, 16 subcategories, and 6 main categories.
Conclusion: The presented model, emphasizing the combined identity of "pilgrimage and health" and creating an integrated service ecosystem, can be used as an operational roadmap for stakeholders to transform Mashhad into the region's premier health tourism destination.