Tourism as one of the socio-economic phenomena has been the subject of numerous scientific researches because of its strong influence on the economy and economic development. Throughout history, tourism has begun to expand together with trade and later through religion, health and education. The development of technology and transport has significantly influenced the tourism of today. Tourism has undergone a few transformation phases, mass and unified tourism is diversifying and segmenting, so vacations are becoming more personalized. The tourism industry is growing year by year and is one of the drivers of global economy. Europe is the main driver of world tourism. Almost half of the total tourist arrivals and revenues are made by European citizens, followed by Asia and Oceania with multiple interregional trips and the Americas with strong outbound tourism. Destinations around the world have problems with over-tourism, so their management is looking for new strategies to achieve sustainability throughout the year. Millennials make up 40 % of all tourists, their spending and number of trips continue to grow. They are advanced consumers, much more digital and global so demand on the market is changing. Every year Croatian tourism is recording a growth in tourist arrivals and revenues. Most tourists come from central and western Europe and other European countries, and then from other parts of the world, following world trends. Compared to other competitors, there is a smaller proportion of hotel accommodation and high seasonality. In order to develop sustainable tourism in line with global trends, new strategies and policies are being adopted to develop Croatian tourism.