The Pag island, due to its specific location, climatic conditions and history, possesses numerous elements of natural heritage and natural resources. Some of them are included in the tourist offer in a quality way and are adequately maintained and improved. However, there are also elements of natural heritage that can be better used for tourism purposes, as well as natural resources that are practically not included in the tourist offer at all, while at the same time they represent great potential for the development of selective forms of tourism. A big challenge is the protection of natural heritage and natural resources, along with the simultaneous tourism development of the area. Considering the importance of natural heritage, it is important to protect it from unfavorable human influences, which is not easy if the tourist offer is to be improved. In addition to the natural heritage, numerous elements of historical and cultural heritage are represented on the island, which are suitable for integration into a unique tourist offer. In order for this to be possible, cooperation between different tourist destinations and tourism marketing stakeholders is needed, as well as quality marketing and promotion. Considering the great competition on the tourist market, domestic as well as international, tourism on the island of Pag should focus on promoting its specific resources, of which it possesses a considerable number.