Today, tourism is one of the fastest growing activities in the world and everyone wants to be a part of this modern, global trend. Some succeed and others are less successful. Ina terms of tourism, Medjimurje County is certainly one of the first. Nobody can deny the successes that has been achieved in the north of Croatia in recent years. Although tourism is not part of the tradition in the north, today it forms the backbone of the economy of Medjimurje, a region that is otherwise economically developed within Croatia. Favorable geographical position near Central European countries, excellent transport links, rich heritage and tradition are the great assets of Medjimurje. Tourism indicators are good, and in other to be even better, the transition of Medjimurje tourism towards the economy of experience is unavoidable today and it is necessary to provide a quality experience to the tourist at every step. The biggest comparative minus of Medjimurje is the lack of a strong and recognizable brand. But despite this, the county has managed to make significant progress in tourism. Therefore, it is very likely that the ambition and creativity of local people in the future will be a key factor in achieving even better tourism results through the offer of new, modern tourism products guided by the idea of the economy of experience.