Resumo: The objective of this paper is to approach the existing relationship between medical tourism management and elements of good governance in the border region of Ciudad Juárez-El Paso, a destination of great potential in this segment of tourism. The research is based on the thematic analysis of 30 in-depth interviews with key informants. The results emphasize the lack of planning, organization and integration of medical tourism stakeholders, as well as the lack of coordination between the three levels of government. The conclusions highlight the participation of key stakeholders and the identification of power gaps, tourism sector stagnation and emerging governance components.
