Strawberry tree (Arbutus unedo L.) is a typical Mediterranean species that is an indigenous plant in Croatia, spreading along the entire Adriatic coast, from Istria to the Dubrovnik littoral. Due to its valuable medicinal, aromatic and numerous other properties, it has attracted attention and has been the subject of numerous researches in countries around the Mediterranean. No detailed research on the morphological properties of this fruit species has been carried out on Croatian territory so far. Therefore, this research was carried out in order to determine the morphological properties of leaves and fruits of different strawberry tree genotypes collected from three locations in the city of Rovinj and to recommend the genotypes with the best properties for further breeding and introducing into cultivation. Based on the results, the genotypes that showed the best economic properties were selected. It was concluded that the best fruit color properties were shown by the genotype L1S1 from site I, which had the reddest fruits, and the best features of the mass of the fruit and the most equal dimensions of the fruits were shown by genotypes from site II. Genotype L3S5 from site III showed the most intense dark green leaf color, and the genotypes from site II showed the most equal leaf dimensions. The listed genotypes of strawberry tree should be selected, valorized and reintroduced in breeding in the Croatian littoral, where it is currently growing wild and has not yet been cultivated. Given the widespread distribution of strawberry tree in the coastal parts of Croatia and its economic and ecological potential, systematic research is needed to better determine the morphological and other features of this plant. Research results can contribute to greater popularization of this species as well as strengthening the interest for introducing it into intensive farming.