New trends are emerging in the tourist market and they will affect the further development of Croatian tourism. Given the lack of innovation in tourism and the obsolescence of the tourist offer, its competitiveness is declining. The problem is the increasingly pronounced mass character of Croatian tourism and the negative consequences it brings. The Zadar hinterland is characterized by numerous socio-economic problems, but it also has great potential for tourist valorization and development of the tourist offer that will be complementary to the one on the coast and thus improve the overall quality and strength of tourism in Zadar County. The municipality of Benkovac has extremely valuable resources whose adequate valorization can respond to emerging trends and changes in tourist demand. The natural and social resources of Benkovac relate to the rich cultural and historical heritage, diverse landscape characteristics, authenticity and high ambient value of the area, extremely favorable geographic position, and high ecological preservation of the area. The competitiveness of Benkovac tourism stems from the fact that tourism development can be linked to the agricultural sector since in this area there are predispositions for further development of organic production through the valorization of the agricultural field Ravni kotari. The development of rural, cultural, gastronomic, adventure, and other specific forms of tourism will encourage sustainable development in this area and thus contribute to the preservation of the environment, local identity and way of life, traditions, customs, and initiate social and economic recovery. Given the current trends, the hinterland represents the future of tourism in this area and that is why tourism development should be primarily focused on the hinterland, otherwise it will stagnate.