The development of technology on the threshold of the digital revolution of the modern age has introduced new changes in the modern economy, economy and tourism. As such, innovation has become a major element accompanying the digital revolution. Innovations in the field of tourism are key factors in adapting to emerging tourism trends that are constantly changing in a dynamic tourism environment. Speed, agility and readiness to introduce innovations are expected from the factors of the tourist offer in order to meet the growing number of requirements of tourist demand. Innovations at the level of the tourist destination are complex because they include innovations of tourist products, services, activities, attractions and other elements of the destination mix. The main drivers of innovation at the level of tourist destination are tourists, tour operators, technology and competitiveness. Innovative tourist destination in modern tourism is a challenge because in its implementation are equally key aspects of the private and public sector that can improve the overall destination system through synergy.