The article proves the thesis, that the development of a contemporary medical tourism is one of the most promising and attractive areas of entrepreneurship. A motivational model is proposed, according to which the medical tourism should be positioned as a priority area and as a result to be highlighted its strategic importance for the socio-economic development of a particular region or even a country, that is belonging to a community. The combination of medical and tourist resources is a modern approach to increasing the quality and level of development of both the health and tourism industry. At the same time, its dependence on the availability and on the condition of the region's recreational resources is crucial for this approach, in which the medical tourism must become a successful and marketable marketing product, because of the mere availability of a recreational resource does not guarantee its high demand. The article discusses the need to develop the right marketing strategy and dynamic advertising campaign for the regional medical tourism products.
Keywords: health tourism, medical tourism, spa-tourism, wellness-tourism, diversifcation, motivational model