This thesis explores the potential for transforming Međimurje into a sustainable tourism destination, focusing on the preservation of natural resources, cultural heritage, and the promotion of economic development. The research analyzes how sustainability principles can be integrated into Međimurje's tourism sector to ensure long-term benefits for the environment, the local community, and economic growth. Located in the northernmost part of Croatia, Međimurje is rich in natural and cultural heritage, providing a strong foundation for the development of sustainable tourism. However, the region faces challenges such as seasonality in tourism and a lack of a distinct tourism identity. Despite these challenges, there are significant opportunities for developing tourism initiatives that include ecotourism, cultural tourism, and agritourism. Existing projects like the revitalization of the Mura River and the development of wine routes have already brought substantial benefits to the region, promoting sustainability and environmental conservation. Future projects, such as green corridors and the development of smart destinations, are proposed to further enhance the region's capacity for sustainable tourism and to diversify its tourism offerings. The thesis concludes by emphasizing the importance of integrating sustainable practices into the tourism sector and the need for collaboration among all stakeholders, including the local community, authorities, and the private sector. Through responsible management, education, and the promotion of Međimurje as a sustainable destination, the region can become a leader in sustainable tourism in Croatia, ensuring long-term benefits for all involved parties.