Within the paper, the focus was on the geographical factors of tourism development on the island of Pag. The island of Pag is located in the Central Adriatic Sea, with a pronounced Dinaric direction heading NW-SE. The island covers an area of 284.18 km2 and among Croatian islands it has the longest coastline, 302.47 km. The first goal of the paper was to present the natural-geographic and socio-geographic factors of the island of Pag and analyze indicators of tourism development to date. For the needs of the research, field work was carried out on the island of Pag. Photographs collected and displayed material that testifies to the geographical basis of the island. The second goal of the paper was to look at the strategy of development and improvement of tourism on the island of Pag. Based on that, the plans and SWOT analysis were considered as an opportunity to show the future improvement of island tourism. The island has attractive natural-geographical and socio-geographical factors that influence the development of tourism. Consequently, the focus on the further development of the island will certainly stimulate even more tourist movements on the island of Pag.