Dental tourism is a promising niche market, which is still at the beginning of its evolution in Slovenia. In order for it to successfully develop in Slovenia, superior dental services will have to be offered and provided to foreign patients. To ensure and maintain a high quality of these services, it will be necessary to provide continuing education for stomatologists, and care for their motivation for education. Due to the changing economic conditions caused by the economic crisis, a research in which Slovene stomatologists participated was conducted on the subject of the effects of the crisis on various motivational factors regarding the education of stomatologists. The results showed that as many as 19 of 32 different factors of stomatologists' motivation for education had changed since before the economic crisis. The research showed that the most profound effect of the crisis was an increase in the influence of the following factors of motivation for education: an increased sense of security at work, the potential for performing more professional works after completing their education, the improvement of the results of the organisation in which the stomatologists work, and the potential for a better salary. At the same time, the crisis' most profound negative effect was the decrease in the importance of education for gaining knowledge and professional development.