The Croatian National Tourist Board is national tourism organisation founded 25 years ago with the goal of active promotion of the Republic of Croatia as a tourism destination. According to the fact that the Croatian National Tourist Board has no defined and available Strategy of the Public Relations, special contribution was dedicated to the creation of the Strategy of the Public Relations of the Croatian National Tourist Board and the definition of the target audience. The Strategy relys on four crucial thesis which are to be proven by the Strategy. The metodological approach to the Strategy encompasses the analysis and the synthesis of the data available from the official Croatian National Tourist Board's documents, as well as from empiric cognition and numerous desk researchs. Special attention was given to the analysis of the internal public relations as the weakest link in the active communication of the image of the Croatian National Tourist Board, and the tactics focused to their enhancement. Beside that, the Strategy endevours to re-define the target audience, such as Croatian Diaspora and the tourism students throughout the World. Also, with the intention of the better information flow, the PR Sector business re-definition as well as its enforcement in the HR area, thus the professional segment, the new systematization of the PR Sector was proposed. With that the stronger emphasis was put unto the social media business segment and the reinforcement of the relations with the Croatian National Tourist Board's representative offices abroad with the mutual goal of the more quality communication with general public as the utmost consumer of the Croatian tourism product.