The global health tourism sector has experienced tremendous changes in
the past decades as traditional areas have lost certain priorities. As new actors posed
new challenges demands were modified and the new type of consumer seeks new
supply. The globalization driven competition compels innovation for countries offering
traditional health tourism options. Although several nations, including Central and
Eastern European countries have an internationally notable health tourism potential
based upon outstanding features and excellent traditions, the lack of differentiated
marketing responding to the respective needs frustrates its maximization. Success in
the increasingly globalized health tourism market requires familiarization with the
demands of traditional and new markets, the search for and identification of market
gaps, innovative facility and service development responding to continuously
changing needs, product and market diversification along with effective
communication. The authors relying on one and a half decades of related professional
experience along with the use of internationally and domestically available secondary
sources aim to summarize various recent tendencies and developments expected to
alter the current marketing practices.