The island of Rab is a recognized tourist destination for holiday tourism in the summer months, and as this principle of tourism is unsustainable in the long run, and the island infrastructure is adequate for the development of selective forms of tourism, it is necessary to progressively develop tourism by listening to new tourists and destinations. The geographical position of the island, climatic conditions, natural and cultural heritage contribute to the attractiveness of the destination, so it is important to develop the tourist offer of the destination in a positive direction. The development of tourism on the island began in the 18th century, and in the 19th century, when the ferry line Trieste-Kotor was established, one of which was the port of Rab, tourism deepened and the offer expanded. After the visit of Prince Edward, island tourism began to develop naturism, and then mass tourism, which is still applied today. The competitiveness of the destination is achieved by raising and deepening the offer, so an innovative approach to the market is inevitable. The island has the potential to develop and promote ecotourism but also nautical tourism. Compared to the island of Rab, Capri is an island destination that is already a world-famous destination for many celebrities who, in addition to their glamour, attract many tourists to Capri and with their presence and new media pay attention and help destination marketing.