Plitvička Jezera National Park is one of the most important tourist attractions in Croatia, attracting a huge number of visitors from all over the world with its unique natural beauty, which includes cascading waterfalls, crystal clear lakes and pristine forests. The economic impact of the Plitvička Jezera National Park is extremely significant for the local economy. Revenues from tickets, accommodation services, catering facilities and souvenir sales represent a key source of income for the region, contributing to the growth of employment and the development of related sectors such as construction, trade and agriculture. The tourism valorization of the Plitvička Jezera National Park is aimed at maximizing the tourist potential of the destination through sustainable use of resources, improvement of infrastructure, development of tourist products and services, and promotion of the destination on the national and international market. Preservation of the natural beauty and ecological value of the Plitvička Jezera National Park is essential for long-term tourism valorization. The implementation of environmental protection measures, the education of visitors and the maintenance of the ecosystem are necessary to ensure the sustainable development of tourism and the protection of natural heritage for future generations. Improvement of the tourist infrastructure, diversification of the tourist offer through the development of various tourist activities and manifestations, as well as marketing and promotion activities, are key elements of the tourism valorization of the Plitvička Jezera National Park. Plitvička Jezera National Park is an exceptional example of a tourist destination that attracts a large number of visitors with its unique natural beauty, contributes to the local economy and takes care of the preservation of the natural environment. The tourism valorization of this national treasure is key to ensuring sustainable tourism and long-term prosperity of the region.