Modern tourism is experiencing dynamic growth, with an increasing number of tourists who are well-informed, financially secure, and eager to explore new destinations and experiences. Gastronomic tourism, as a relatively new form of tourism, stands out as a key factor in the tourist experience, with more than a third of tourist spending directed towards food. The connection between food and tourism provides not only taste satisfaction, but also a platform for local development and branding of tourist destinations. Due to the growing interest in discovering the origin of food and new culinary experiences, gastronomic tourism is gaining popularity, encouraging visitors to travel beyond urban centers and connect with rural areas and local cuisine. In regions such as France and Italy, gastronomic tourism is becoming the main reason for visiting certain destinations. This thesis aimed to present the theoretical foundations and practical aspects of a marketing plan, focusing on the development of gastronomic package tours in Istria. Market research, target groups, competitive strategies, and elements of the marketing mix were analyzed to define the key elements of a quality marketing plan and ensure the successful positioning of gastronomic tourist offers. A quality marketing plan, as shown in this thesis, integrates all marketing activities and creates favorable conditions for market success. In conclusion, the thesis emphasizes the importance of continuous monitoring of results and adapting the marketing plan in line with market changes and the needs of the target group. Investing in the education of professionals for the creation and implementation of marketing plans is crucial for long-term success. Through the analysis of key elements of the marketing mix, the thesis provides a comprehensive guide for future managers and business owners in the gastronomic tourism sector, enabling them to develop effective marketing strategies that meet the needs of the target group and ensure long-term success.