The work is dedicated to the research and analysis of the tourist offer of Varaždin County, a region that is becoming an increasingly important tourist destination in Croatia, highlighting its key segments and potential for development. After reviewing the theoretical foundations of tourism and analyzing the historical development, the paper focuses on the geographical and economic characteristics of the county. Various aspects of the tourist offer were investigated in detail, including accommodation, sports and recreational tourism, health, cultural and eno-gastronomic tourism. The SWOT analysis identifies the advantages and disadvantages of tourism in the county, while the development goals and guidelines are aimed at sustainable growth and improvement of the tourism infrastructure. The paper concludes that Varaždin County has significant potential for further development of tourism, with the need for a targeted strategic approach and improvement of promotion.