In the tourism sector, we are entering a new fourth level of "experience economy" where emotions and experiences stand out as the most important part of tourist products and services. The development of economy experience was conditioned by the action of various factors: the development of technology, global competition and the search for new methods of differentiation, changes in society and excess money and time. Despite all the advantages that it has to offer,, it is still not used in it's full potentiall in the Croatian tourism. However, there are still bright examples of good practice; the most prominent is the Istra Inspirit project, which has been operating in Istria since 2012. Together with the Administrative Department for Tourism of the Istrian County, the Istrian Development Tourist Agency and the Tourist Board of the Istrian County, it encourages the development of tourism on the peninsula, and thus the whole of Croatia. The project itself uses storytelling tourism where the goal is to provide the visitor with new knowledge, entertainment, education and escape from everyday life through interactive walks throught locations with historical sites which will present a local myth or legend that will make everyone feel the revival of history. In addition, the peculiarity of their products is that they actively try to connect all interested public in the joint creation of tourist offer, so in their organization groups are made off: students, local tourist boards, actors, artists, musicians, craftsmen and others. Their successful business organization is proven by the awards they received during ten years of business in the tourism market, and the crown of their business is the award that they recieved at the hundredth session of the UNWTO Executive Council in Rovinj in 2015 which was a place on the 100 best tourism stories in the World, by the recognized edition of the World Tourism Organization "Tourism Stories." The characteristics of the experience economy are easily applicable and are considered to be one of the future helpfull tools that will serve to extend the tourist season as well as improve the competitive position compared to other countries.