This paper researches the impact of new trends in tourism on business activities of heritage hotels in Istria. Due to specificities of their business operations, heritage hotels face challenges in implementation of new trends. Each year the world of tourism is faced with new trends and it has to adjust them to people in order to do business successfully. Some of the trends dominant in the world these years are the following: more common and shorter trips, local experience, new safety standards and hygiene, ecological awareness of tourists and sustainable business operations, technology development and luxury offer. Success requires following trends, especially in relation to tourist offer because trends change and evolve and build upon the existing once. In order to make the tourist offer more diverse, heritage hotels offer a new type of accommodation to tourists. Those hotels are prerequisite of up-building the cultural offer of a destination. They contribute to cultural heritage preservation and they are a recognizable and unique tourism product. They impact the overall experience of a destination through their offer of national cuisine, specific interior and exterior and tradition. Contemporary tourists require more than just a location and basic offer of the accommodation facility. Motivation for travelling is changing, tourists require stories, experiences, adventure and getting to know the everyday life and the tradition of the destination. Therefore, the named type of hotels offers them the whole story at one spot. Heritage hotels in Croatia are primarily located on the coast, and the Istria County stands out with its offer. This westernmost and most visited Croatian region characterized by beautiful landscapes, picturesque destinations, history and gourmet experience as well as rich cultural-historical heritage is an ideal base for development and preservation of this type of hotels. Most data for this thesis are collected through interviews, from websites and professional literature. The research has established that heritage hotels adjust to new trends in tourism and that new trends are important for maintaining their business operations. However, they refuse to introduce some trends in order to protect their own identity.