Strong interactive bond between tourism and other economies gets even stronger through innovations and initiatives that encourage their cooperation. Inventions and innovations present a certain form of necessity due to highlighted dynamics of international tourism market. They can be related to products, business procedures, prices and communications. Long-term competitiveness of Croatian tourism depends on sustainable development and innovative improvements. Innovation process in Croatian tourism is still not completely embraced and if let by initiatives of individual organizations or tourist boards. Tourist offer is determined by tourist demand, which is significantly changed throughout the last decade. Population is older and employed people with good income haven´t got enough time. As a result of these trends, people travel more times a year but for a shorter time frame. New tourist is well educated, eager to experience, demands quality for his money and chooses safe destination with sustainable governance policies. Croatian tourism has many potentials, which are yet to be used. This comes as a result of lack of initiative and conformism of the tourist offer carriers but also of the government who stills stands that ˝sea and sun˝ are enough to satisfy the needs of the new tourist. Although globally in Croatia the situation concerning initiatives is not the best, many individual efforts try to stimulate others too.