This paper deals with the internal marketing of tourist destinations, which in the center has a general concept of marketing a tourist destination. Internal marketing is focused on internal stakeholders in tourism, the most important of which are entrepreneurs, local people, entertainment and recreational creators, tourist agencies and tour operators who are interconnected with the goal of more efficient tourism development. The paper describes tourism, tourism system, economic effects of tourism, marketing in tourism, its application, characteristics, marketing environment in tourism, tourist destination, typologies of tourist destinations and the relationship between tourists and tourist destinations. Furthermore, the paper focuses on explaining the marketing of a tourist destination that has three phases in management: planning, implementation and control. Based on the WEF report, the competitiveness of the destination is analyzed and it is very important for the realization of the destination that the destination is sustainable and sustainable development is explained. In the central part of the paper, there were internal marketers, after which the following chapter explained the internal marketing of tourist destinations, the sections of which were separately separated from the hotels, entertainment and recreation, entrepreneurs of tourist mediation - tourist agencies and tours operators and state institutions at local and national level. In the last part of the paper, there were words about internal marketing on the example of the tourist destination of Istria, which is the tourist most developed tourist region of the Republic of Croatia.