Converting residential object, located particularly in the old part of Zadar, into holiday apartments, is a new phenomena not only in Zadar, but in the most cities across Dalmatian coast, especially in those with rich and interesting cultural heritage. Intent of this work was to learn how this individual actions affect tourism of the whole destination, how individuals percept themselves and their role in tourism branch, what motivates them and finally how much they influence to the quality and image of Zadar as tourist destination. This work covers few subjects; tourism in general, history and culture of Zadar and Dalmatia, as well as development of tourism and its importance in the life of its population. Statistic data and trends relevant for Zadar region have been used during the research and for writing this work. Directions that matter for development of accommodation in holiday apartments and destination in general, have been written trough various chapters. Correlation test proves connection between image of destination with the level of education and knowledge about events and happenings and information that providers of private own holiday apartments in Zadar have. Accommodation in private own holiday apartments takes more than half of the share in total amount of accommodation, within destination, therefore its quality and standard is very important. Research resulted with high percentage of high educated and young people in terms of ownership of holiday apartments in Zadar, that are willing to invest their knowledge and proficiency, because apart from interest, this work is also their passion and satisfaction.