This paper is based on identifying theoretical contributions about naturism and camping, historical development in European and regional frameworks, and concludes with proposals for reflection as a prerequisite for re-affirmation and revitalization. The nucleus of the research subject is emphasizing the necessity of specialization and differentiation of the camping sector in order to preserve competitiveness, but also to maintain loyalty of visitors to the destination. Croatia was the first country to commercialize naturist camping in the sixties of the last century. The paper analyzes the ADAC quality assessment parameters for national camps (arrangement of sanitary facilities, camp area, guest supply, leisure activities and facilities, bathing opportunities). It is concluded that it is still necessary to continuously work on improving the quality of the offer categories. In the second part of the paper, Camp "Valalta" was selected as a sample because of its historical significance, selectivity and differentiation of the naturist offer and responsible initiatives aimed at changing the image of croatian naturism. An analysis of visitor characteristics (sociodemographic, economic, geographic, psychographic, behavioral) was performed and a proposal was made for the development of the analyzed camp as a micro location. In the final part of the paper, an environmental situation analysis was carried out, proposals were given in regard with the image development and raising the level of emotional branding with the purpose of removing barriers to market development and pointing out perspectives. The contribution of the research is the proposal of a strategic action model in relation to: location (profiling the activities of the attraction mix) - action (redefining the naturist marketing mix) - quality (improving the selected variables).