The market value of medical tourism industry is around US$40 billion, and the medical tourism industry has become one of the fastest growing industries in the world. Countries in Asia such as Singapore, Thailand, Malaysia, and India have become major medical tourism destinations in the world. Taiwan has excellent medical skills and health care system, so it has a potential of developing medical tourism industry. In comparison with those medical tourism countries' major healthcare index, Taiwan's has competitive advantage against them; however, Taiwan's medical tourism industry’s development is far behind their developments. This research discovers that Taiwan has underestimated the number of medical tourists, but overestimated the market value of the medical tourism industry. It suggests that Taiwan has to overcome its weakness to develop the medical tourism industry successfully. In addition, Taiwan has to create its own brand and public and private sectors have to market the medical tourism industry in a concerted effort.