The experience economy is the fourth level of development of the economy. According to the main theorists Pine and Gilmore, in experience economy the tourist demands special experiences and experiences that aren’t usual tourist products and services, and the reason why is because quality is no longer a sufficient factor in making decisions as tourists. Due to the new need for a unique and unforgettable experience, the concept of experience economy sets new different ways of developing and adding new value to products and services. Because of its characteristics, the experience economy is very applicable in tourism. The goal of Croatia is to affirm itself as a quality tourist destination and, in this direction, manage the further development of tourism. The concept of experience economy is one of the possible development paths of Croatian tourism and a possible solution to certain problems that accompany the development of Croatian tourism. Creating unique products which consumption leads to a special experience and waking the emotions with consumers can be a key factor not only for further tourism development, but also for further economic development in Croatia. Relevant sources such as expert literature and scientific papers were used for the research and synthesis of the results of the research.