The changed understanding of equestrian tourism in the world brings an increasing number of creative and innovative activities based on horses. The boundaries between the activities of equestrian industry, equestrian sports and equestrian tourism often overlap, due to growth, development and the interconnectedness of these sectors. Through the analysis of the state of equestrian tourism, industry and sports in Croatia, highlighted are current attractions and efforts invested in the offer of equestrian tourism activities. In accordance with the strongest qualitative trends in tourism, and according to the tourist resources of continental Croatia, untapped potential attractions and challenges in the development of this type of selective tourism are presented. A comparative analysis of Hungarian, Polish and Italian with Croatian equestrian tourism revealed the possibilities and direction of development applicable to Croatian equestrian tourism. Based on the data obtained from the analysis, recommendations adapted to the state of tourism in continental Croatia are presented, and the desirable direction of development of equestrian tourist activities is indicated.