According to the criteria of attractiveness and competitiveness, health tourism enters a group of potentially leading manufacturing groups in Croatia. It is a product that today accounts for a year-over-annual growth rate, and trends in aging populations and orientation to healthy life indicate that health tourism has the potential to become one of the main motives of traveling in the future. Through the work, it is important to point out the significance of health tourism in Croatia and its competitiveness in the international environment as well as its disadvantages and suggestions for improving it. The emphasis is placed on the European context and closer Croatian competitive environment, market trends and success factors in health tourism. In this connection, a combination of thalassotherapy and continental terms supply is assessed as a strategic advantage of Croatia in the narrower competitive circuit. Considering the significant comparative advantages of this selective form of tourism, first and foremost a qualified personnel, generally good reputation for health services, competitive prices, proximity to large emission markets, natural beauty and a favorable climate, country security as well as a long tradition in tourism, it is possible to state that it is a product with high growth potential.