The connection between tourism and sustainable development leads to the term „sustainable tourism“. This kind of tourism, whose development is long-term based and there is balance in physical environment and the carrying capacity of the destination, where tangible and intangible cultural heritage is preserved, is economically sustainable on a long-term basis. Its development is sustained by a constant increase in diverse interests in vacation, relaxation and new experiences in the modern society. This paper focuses on the study of the island of Pag and the motives and interests of potential guests, connecting them with the existing attractions of this tourist destination. The island of Pag is an appealing island with a long tradition in tourism, but all resources haven't been recognized yet, and therefore it is necessary to perform an analysis of tourism bases, which would represent a starting point and the conditions needed for creating a tourism product. Tourism product on the island of Pag is usually related to a certain season or a period of the year, but considering the fact there is a number of tourism-related market niches, the product of sustainable tourism can be maintained throughout the year by developing particular types of tourism. This paper will provide a research of the local community and key participants in order to find the appropriate scenario for creating sustainable tourism and it will point out the importance of communication and partnership in enabling the well-being of the local population and the increase in the quality of life in general, which will greatly contribute to the competitiveness of the destination's tourist offer.