On today's increasingly open and integrated tourism market, competitiveness is important for all countries involved in tourism development. Competitiveness, strategies for achieving competitive advantage and measuring the competitiveness of a tourist destination are the most commonly used phrases. The key to popularity is the availability of all components of the tourism product in the tourism market and strong differentiation in competition with the main and other competitors. For a long time, tourism businesses, both legal and physical, have struggled to re-establish competitiveness for the desire for rapid prosperity and short-term expansion. Today, the tourist offer, on the one hand, is struggling with a high level of competitiveness and rapidly changing market demand. On the other hand, the life cycle of tourism products has become shorter due to rapid technological changes and the moral obligation to meet tourism demand that is becoming increasingly sophisticated. In order to achieve a better position in the tourism market, the tourist offer must approach demand by listening to the needs of tourists and respond quickly to their requests, respecting competitors and at the same time taking into account all advantages and opportunities. Global competitiveness has forced all businesses, regardless of their size and scope of business, to reorganize and restructure, not only to compete, but also to survive in the tourism market. Today, the tourist offer, on the one hand, is struggling with a high level of competitiveness and rapidly changing market demand. On the other hand, the life cycle of tourism products has become shorter due to rapid technological changes and the moral obligation to meet tourism demand that is becoming increasingly sophisticated. In order to achieve a better position in the tourism market (in order to achieve competitiveness), the tourist offer must approach demand by listening to the needs of tourists and respond quickly to their demands, respecting competitors and at the same time taking into account all advantages and opportunities. Croatia should have a clear concept of sustainable tourism of the future in the sense that mass is not "forced" for the simple reason that mass does not lead to sustainability. Resources are limited and should be used in a sustainable way, and the state must provide a stimulating environment in which the tourism sector with all its stakeholders will be able to function in a more competitive way, emphasizing all the specialties that Croatia as a destination can provide to its guests.