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Health tourism as a niche has emerged and has rapidly grown to become a very significant and promising industry. In the European Union, health tourism market is definitely a new and strong trend, with total revenues of 46.9 billion EUR, which is equal to 4.6% of all tourism revenues and 0.33% of the EU-28 GDP in 2014. The purpose of this paper is to describe main attributes and to analyze some of the health tourism challenges in Italy and Croatia. In addition, the financial effects of these health tourism markets ...