Tourism is a complex phenomenon and one of the most important economic sectors in Croatia. Apart from being the reason for Croatia becoming one of the world’s leading tourist destinations, it is a major contributor to the development of other economic activities. Traditional tourism in Croatia is characterized by a high seasonality and mass tourism during the summer season. However, the rise of modern technology and globalization has caused new tourism trends – ones which generate a different, modernised tourist movement, in which the main objective of a tour is connected to the tourist's specific interests and/or hobbies. This newly created demand has resulted in high market segmentation and the need to diversify tourism products and services provided by destination management companies in collaboration with destination management organisations and various interest groups. Based on natural and anthropogenic resources, complex tourism products have been created and become synonymous with selective forms of tourism, niche or special interest tourism. This concept is key to destination management development and creating a recognizable image in the tourism market. The aim of this paper is to show the importance of selective forms of tourism in Međimurje, that is, in destinations that are undervalued. Međimurje County, although the smallest county in Croatia, is one of the richest ones in terms of tourist attractions and thereby attractive to numerous niches in the tourism market. Modern tourists appreciate value for money, and strive for socially responsible travel and sustainable tourism, which Međimurje can provide. By elaborating on the special forms of tourism in Međimurje, this paper shows their development, characteristics and all-round contribution to the creation of an authentic experience.