Cross-border travel for medical treatment has become an attractive option for European citizens to access better quality or lower cost healthcare under the current EU framework for health tourism, but medical tourism in general poses many unanswered ethical and societal questions: some medical tourists travel abroad for treatment that contravene regulation in their countries of origin, such as abortion; others travel for procedures, such as organ transplants, that can exploit the poor and vulnerable of the destination countries. Given the diverse needs and socioeconomic effects involved, how should the EU regulate medical tourism from, to, and between its Member States?