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Consumer choice for healthcare services across borders is a relatively new topic of research. Until 1998, attention focused on the free movement of persons and their potential healthcare needs when travelling to the ‘other side of the border’. This was particularly relevant for frontier workers who lived in one country but worked in another on a regular basis. But with the growing movement of workers from southern European countries to those further north, the issue of how to ensure their right to healthcare services while visiting their country of origin became an issue. The advent of mass tourism added a third group of persons to those in need of access to healthcare services in other countries.