Tourism in is one of the most efficient and competitive industries in Croatia. According to the Croatian National Bank (2015), with an income of 7.4 billion Euros in 2014, it contributes 17.2% to the national GDP. From the marketing point of view, it is one of the most crucial images of Croatia internationally. However, for decades tourism in Croatia was marked as “3S” (sun, sand and sea). This means that its competitiveness was based primarily on natural resources. Apart from price differentiation, such positioning has removed the characteristics that differentiate it from other Mediterranean destinations and has resulted in the existing problems of high seasonality, low ROI, low value added, etc.