Winemaking and viticulture are activities that have been known since time immemorial in the territory of the Republic of Croatia, but also in the Zadar County. It can be pointed out that this activity has had its ups and downs throughout history, and is currently in a very prosperous period. The growth and development of winemaking and viticulture is conditioned by the development of tourism and the increased interest of visitors in cultural and rural, i.e. wine tourism. In this sense, modern winemaking is characterized by the use of high technology, turning to autochthonous wine varieties and entering the market in a new guise, with modern marketing, with improved service and with very high levels of product quality and attractiveness. The aim of the thesis is to investigate the importance and features of the wine offer in the tourism product of Zadar County. Empirical research was conducted using the method of in-depth interviews on a sample of 10 business entities, 5 wine producers from the area of Zadar County and 5 other stakeholders in tourism (hotels, restaurateurs). The analysis of the obtained data revealed that there is a certain disagreement about the quality and the achieved cooperation from the point of view of producers who consider that the cooperation is still at an insufficient level, and other stakeholders in tourism, especially restaurateurs, who consider that the cooperation is at an adequate level. Respondents agree that wine tourists mostly belong to the category of family people who come to the destination in their own cars, while airplane and cruise ship tourists are a slightly worse population when it comes to being interested in buying wine. The basic conclusions also include the fact that the time for the production and promotion of products from autochthonous grape varieties is yet to come, with the awakening of the awareness of both producers and consumers, and they also represent the key to the success of wine tourism in the area of Zadar County thanks to the ability to offer tourists a unique and authentic experience of the space he visits.