With Europeans being a target market for medical tourism it is important to note that most are actually content with their local healthcare providers, but while some countries are very happy, others are not at all content. The latest Eurobarometer survey ’Patient safety and quality of care’ on patient quality of care was conducted in all 28 EU countries. Overall, Europeans are happy with the quality of their healthcare, although with big differences between countries. 70% are satisfied with the overall quality of the healthcare in their home country. While almost all in Belgium (97%), Austria (96%), Malta and Finland (both 94%) say that the overall healthcare quality in their country is good, only 25% in Romania and 26 % in Greece say the same. The eurozone debt crisis has forced some governments to drastically cut public health budgets in an effort to contain deficits, with Greece being one of the countries taking the toughest measures. But despite the crisis, in some countries, citizens are becoming happier about the quality of healthcare they receive. Since the last Eurobarometer survey in 2009, there have been some big shifts in opinions, including in Lithuania, where 40% said the overall quality of healthcare in their country was good compared to 65% now. In Hungary, Portugal and Malta they are now considerably more likely to be positive about the overall quality of healthcare in their respective countries. When asked to name up to three criteria that they associated with high quality healthcare, the top three are well-trained staff (53%) and treatment that works (40%) and modern medical equipment (25%). Surprisingly, people said that cleanliness is as important as no waiting lists and proximity of hospital and doctor (24%). That waiting list length is of quite low concern is important for hospitals and countries targeting Europe on the basis that this is a factor that could encourage people to become medical tourists.