Purpose of this work is to define luxury tourism, types of luxury tourism and analyse luxury tourism in Croatia. Also, to show how quickly and efficiently tour operators adapt to the demands of the luxury clientele. The aim of the paper is to identify the most successful representatives of Croatian luxury tourism (destinations and accommodation facilities), to carry out a comparative analysis of their advantages, quality factors and potential for growth and development. Tourism demand is a very important element in the luxury travel market. This paper defines the notion of luxury and analyzes the existing and future elite clientele. Luxury travel products have to adapt to new market demands and require tour operators to produce package deals that offer high quality services. Under the influence of globalization and technology development, high-paying customers with classical services such as five star hotels, top gastronomic experiences, luxury car transfers and wellness services seek added value in the form of experiences never experienced, original activities and private exclusive excursions. A case study was produced that shows a comparison of the luxury package packages offered to Dubrovnik. Two examples of sales of foreign tour operators are analyzed (one generalized and one specialized tour operator) and two examples of Croatian tour operators (one generalized and one specialized tour operator). The question that is being explored is whether Croatian tour operators are able to track the new trends in luxury tourism sufficiently well and quickly, or are still lagging behind for foreign tour operators, how well they apply theoretical insights and adjust the demand for luxury buyers. Based on explored literature and case studies, we conclude that Croatia has a lot of potential for the development of luxury tourism, but also many disadvantages. The case study shows that the quality level of luxury travel products is high when created by the specialist tour operator and of insufficient quality when created by the general tour operator. With well-defined goals (whether Croatia wants massive or elite tourism), investments and clear strategies, elite tourism in Croatia can be developed.