Međimurje County is one of the most successful counties in Croatian tourism during the past few years. Although it is a continental tourist destination, whose development has been neglected for a long time and which is facing to the concrete borders today, in the past few years it has recorded a tourism growth of almost 50%. This is a result of the development of a competitive, branded and heterogeneous tourism offer. The tourism offer development of this destination is harmonized with the national level, but also with the goals of the Europe 2020 strategy. Strategic tourist products are health tourism, eno-gastro, cultural tourism, sports and recreational tourism. The overall tourism offer relies on cooperation, innovation, networking and sustainable development. The tendency of Međimurje County is to develop a branded tourist offer, which is one of the key goals of its tourism development, but also the one on the national level. The tourist offer of Međimurje successfully reduces some leading national shortcomings, such as familiarity, excessive reliance on one tourist product and several emitting markets and the like.