Photo tourism is a niche of cultural tourism. It began developing in the eighteen hundreds of the last century. The largest number of specialized travel agencies for photo tourism operates in the United States, and their establishment was initiated by professional photographers who had, in an innovative way, created a new tourist product in which they connected tourist travel and the acquisition of basic or advanced photographic skills. In Europe, photo tourism began to develop twenty years ago, and the offers of photo workshops and photo tours are mainly designed to present tourists the natural and cultural features of the country in a unique way. At the round table of photo tourism in 2014, Croatia tried to start it’s development of photo tourism, but the development has not happened to date. The most important resource for the development of photo tourism is human knowledge and creativity to connect the rich natural and cultural heritage with the existing tourist offer to make way for a new tourist product. Every entrepreneurial venture starts with an idea, and an idea is a perceived opportunity in the market to place a new product or service. In order to develop a successful entrepreneurial venture from an idea, an entrepreneur needs to test it. There are numerous methods for testing ideas, and one of them is the Canvas method of analysis. The Canvas method uses a test tool called the Canvas Business Model to visualize all elements of a business venture: customer products, value creation, revenue sources, distribution channels, customer relationships, key resources and partnerships, and cost structures. The launch of a specialized agency for photo tourism in Croatia would enrich the country's tourist offer, create new jobs, extend the tourist season and increase income from tourism.