In this day and age, modern lifestyle requires fast solutions for everyday needs and causes a great amount of stress. Meanwhile, people are quite neglecting their health. That might be one of the reasons why the quality of life is undermined and why we are witnessing to an increased number of people who suffer from physical or mental illnesses. Therefore, tourist destinations which offer medical tourism have a great advantage. The island of Lošinj is a potential destination for developing medical tourism. The main purpose of this thesis is to examine whether Lošinj is recognized as a destination for medical tourism. The theoretical part of this thesis includes some basic concepts such as public relations and medical tourism. The rest of it is dedicated to describing different and crucial segments which make the island of Lošinj – medical tourism destination. The main purpose of this thesis is to get insight into what relevant opinionmakers this of recognizing Lošinj as a medical tourism destination. Research is conducted by using a semi-structured interview and it included five interviewees. Thesis analyzed what is the exact role of public relations in promoting medical tourism on the island. It also analyzed the ways and methods used for promoting information to broad public and what is the public effect. Attention is also given to the current status of medical tourism and it explores all the possibilities in which this branch could be improved.