Purpose – Identify medical expectations of tourists choosing Lithuania as medical tourism country and to make comparative analysis with situation in Thailand. Medical tourism is one of the most promising fields of business in the world. International trade in medical services also has huge economic potential and gradually increasing outcome for the global economy (Bookman & Bookman, 2007). Major medical tourism destinations: Thailand, India, Singapore and Malaysia attracted more than 2.5 million medical travellers (United Nations Economic and Social Commission for Asia and the Pacific, 2008). Lithuania is among the major emerging markets in medical tourism that is increasing every year. This study showed that main factors of attracting tourist to Lithuania: fast service and exceptional patient care, the high-tech medical equipment, good prices both for medical and travel services. Comparing to Thailand situation, Lithuania is attractive to the most medical tourist, because of the good quality services with affordable prices and location, while people choosing Thailand – mainly is affected by advertising. The main recommendation for attracting medical tourists to Lithuania is to initiate the advertising campaign to the targeted audiences. Design/methodology/approach – The comparative analysis of scientific literature and empirical comparative quantitative research was executed for acquiring the expectations for medical tourists in Lithuania. Findings – Overview of health and medical tourism situation in Lithuania and other emerging markets. This study showed that main factors of attracting tourist to Lithuania: fast service and exceptional patient care, the high-tech medical equipment, good prices both for medical and travel services and other. Comparative empirical analysis of medical tourist expectations in Lithuania and Thailand. Comparing to Thailand situation, Lithuania is attractive to the most medical tourist, because of the good quality services with affordable prices and location, while people choosing Thailand – mainly is affected by advertising. The main recommendation for attracting medical tourists to Lithuania is to initiate the advertising campaign to the targeted audiences. Research limitations/implications –research is based rather small samples (Lithuania n=112, Thailand n=104) and on non-probability sampling techniques, which do not allow making generalizations (i.e., statistical inferences) from the sample to the population being studied. Therefore, it means that is adopted a pragmatic approach in research and can be resolved in further studies. Practical implications – Identified the medical tourists’ expectations choosing Lithuania as medical tourism destination in order to build communication campaign to the target audiences of medical tourist in Lithuania Originality/Value – Medical tourism is rather new topic in social research. There are few scientific papers focusing on medical tourism and their findings are rather fragmented. The great importance to investigate medical tourist expectation in Lithuania has raised because of increased demand of health services for tourist in the country and new image formation of Lithuania in the world. Keywords: medical tourism, medical tourist expectations, customer decision factors, health services. Research type: research paper.