A tourist destination is viewed as a separate spatial unit that, with a variety of tourist products, offers visitors/tourists, ie consumers, complete satisfaction of tourist needs. In order to inform potential tourists about the tourist products that a destination offers, each tourist destination must be presented on the market with quality promotion, and carry out all other marketing activities that are of great importance for the development of the destination and its better positioning in the market. With the implementation of marketing activities, it is especially necessary to pay attention to the tourist potentials of the destination, determine the quality and diversity of the offer and determine the target group of visitors / tourists to whom the marketing mix is applied. As a tourist destination, Croatia cannot be based exclusively on the offer of the sun and the sea, but it is necessary to develop additional facilities in order to become more competitive in the tourist market. By analyzing one's own strengths and weaknesses, opportunities and threats, setting strategic goals, understanding the market, and positioning correctly, it is necessary to improve the marketing plan, ie upgrade the marketing mix, all in order to overcome key shortcomings that could hinder tourism development. KEY WORDS: tourist destination, tourists, marketing mix, development