Mapping the position of Croatian tourism at the international level is one of the key elements in the development of Croatia as a tourism destination. Tourism requires an interdisciplinary study of all the elements of social life that are or may be linked to tourism. The Republic of Croatia has become one of the countries that to a big extent base their image on tourism. In modern times the competition among tourism destinations is continuously growing, and countrys' image is an essential component of its competitiveness, which can determine its position in the rankings. „The tourism market is a specific segment of the general market. Manufacturers and suppliers are trying to make available those products and services whose principal goal is to satisfy the needs of consumers - tourists. Tourists here appear as specific users, meaning consumers who besides material, require also intangible assets to met their needs. Croatia has the potential to join the circle of developed tourism countries, but in order to achieve this goal it must design an adequte development and tourism offer.“ (Alkier-Radnić, 2003:1) In recent years, Croatia has sought to keep its image within its greatest strengths – sea and sun. As a result Croatian tourism has to a big extent remained limited to basing its offer on such a product, ignoring other potentials that Croatia through well planned promotional campaigns could present to the world. Big financial investments are not the most important aspect of successful promotion, but rathre it comes down to more advanced knowledge and skills that are integral parts of a good marketing strategy, which in the end has a positive impact on the creation and ongoing maintenance of a desirable image. With a goal of producing a good strategic plan that will change Croatian tourism image for the better, the Croatian National Tourist Board has produced a document 'Croatian Tourism Strategy till year 2020', according to which Croatia is divided into 10 regions. The goal of the strategy is to build Croatia up to a highly rated lifestyle destination with also richly preserved natural and cultural values, and therefore it is an important step in building a better image of the Croatia as a tourism destination.