The paper examines the emergence of selective forms of tourism as opposed to the domination of mass tourism. The reasons for the need for developing new forms of tourism are found in the prevention of economic, socio-cultural and ecological long-term consequences to the destination, ie. tourism is changing business by the concept of sustainable development. For eco-tourism, natural and cultural resources play a key role in the evaluation of a tourist destination I provide the optimum level of benefits of tourism resource base while cherishing traditions and customs, and ultimately the existence of the local population. Ecotourism, as a type of selective and sustainable tourism development atracts tourists who are interested in exploring the natural and cultural heritage in specific and original natural areas. Istria would with ecotourism used partially insufficiently valorised potential and achieve a better tourist offer.An example is an association ˝Istrian - Ecomuseum of Vodnjan˝.