The subject of this final paper is island tourism. The goal of this master degree final paper is to explain through the theoretical base, as well on the example, the importance of understanding island tourism and its specifics. Besides the sun and sea which are characteristics pull factors for island all over Croatia, one of the motive is high degree of preserved natural conditions as well as its biodiversity. The paper describes the specifics of island tourism in general, which is later applied on the island of Šolta. There are also good and bad sides that tourism development has brought with, as well as what the islands should change to become more attractive to certain market segments. Transport (in)connectivity, biodiversity, cultural heritage and carrying capacity are elements that should more often be discussed when developing a strategic plan for areas of specific character.