Istria is the leading tourist destination in Croatia, but also one of the most successful on the whole Mediterranean. Its success and efficient development has been confirmed by quantitative indicators of tourist traffic that has been growing for many years. In addition to these data, we should emphasize the loyalty of guests, as well as the competitiveness on the international tourism market. Basic limitations in the development of Istrian tourism should be reduced by innovationa, investments and monitoring the international tourism requirements. Basic strategy is determinate by quality, selective tourism, clusters and sustainable development. In addition to these strongholds, it should be highlighted in a number of operational strategies that offer solutions to the basic problems of today's development. The priorities of Istrian tourism are investments in infrastructure and human resources, development of tourist products, strengthening of investments and innovations, satisfaction of international tourist trips and use of EU funds. Istria will become an excellent example of sustainable, innovative and experiential tourism destination.