It includes medical, spa, and wellness tourism, representing 15% of all EU travel but less than 3% of Croatia’s tourism revenues. Croatia offers skilled professionals, high-quality clinics, and competitive prices, yet lacks strong government support, strategic investment, and effective promotion. Recent legal changes support sector growth, with benefits such as extending the tourist season, attracting foreign patients (e.g., dental services already attract thousands of Italians), creating new jobs, and increasing revenues. Best practices from Turkey, Poland, and Hungary highlight the importance of clear strategy, state incentives, EU funding, and international accreditation. AmCham recommends higher investment in promotion, stronger public–private cooperation, special visas for medical tourists, access to EU funds, accreditation of institutions, and inclusion of private providers in state incentives. Developing medical tourism could boost GDP, reduce seasonality, attract investment, and help retain highly qualified healthcare professionals in Croatia.