Tourism in Istria has a long tradition, and one of its forms with a long tradition is wine tourism. Istria is famous for its numerous quality wine varieties hat have enormous potential for creating the inside of tourism based on the wine tradition. However, the problem of research is insufficient information on the representation of Istrian wines and the limited promotion of tourism in the Istrian County. Therefore, the main objective of the research was to establish the market potential of Istrian wines, the role of key stake holders in promoting tourism in the Istrian County, and to answer the question and evelopment, promotion and promotion of tourism in Istria create a new tourist brand. In order to leave the main objective of the research, data and information were collected from secondary (relevant literature of Croatian and foreign authors, books, journals, web sites and documents of business entities) and primary (catering and wine producers) sources. There are results of the research point to the conclusion that Istrian wines are presenting the catering offer in Istria, but that all the potential Istrian wines have not yet been utilized and hat they are insufficiently part of the catering offer and presentation with Istrian food. Further research should be directed towards connecting Istrian wine growers and caterers with the Tourist Association.