Promotion is one of the most important marketing elements. Its informative and communication role promotes demand for products and services. It is implemented using a range of promotional tools. Promotion is an extremely important part of marketing in services that are intangible and invisible, so any information about the same is important to the buyer. Special attention is paid to promotion in tourism, where it is underdeveloped. Tourism in Croatia faces the problem of seasonality, and as a way of solving these problems, selective forms of tourism are seen, including health tourism. It is made up of tourist trips motivated by the desire to improve health. We can see this kind of tourists more often tourist markets, so tourism supply is created according their needs. This market niche can contribute to solving the problem of seasonality in Croatia, which has significant potentials for the development of health tourism. Its development is included in the leading tourism development strategies and plans in Croatia as well as in the leading tourist regions (referring to Istria). However, there is a problem of insufficient engagement at all levels. This is particularly true in the case of promotion of health tourism, which is reduced to the independent activity of individuals without the coordination of the leading tourist national bodies. Health tourism is particularly encouraged in Istria, where it has a long tradition of doing business, and as the leading object of the offer are Istarske toplice. Their long traditions of business and service efficiency have led to a predominant orientation on the foreign markets, which are the focus of growth and development. The company's promotion is vigorously directed towards foreign markets by presenting a newly created offer tailored to the tourists precisely from such markets, modern, developed countries.