The theme of this master's thesis is: “Marketing of tourist destination on the example of the city of Zadar”. The thesis is consisted of a theoretical and an empirical part. The main focus is on marketing management in tourist destinations. The empirical part of the thesis includes a short survey. The aim of the research is to gain knowledge to improve the tourism of the city of Zadar from the marketing aspect. Survey research answers the question of whether it is a prerequisite for making strategic decisions for the development of tourist destinations. The aim of the thesis is to show the marketing importance in the development of a tourist destination, as well as to see the possibility of further application of marketing as a long-term business strategy of tourist destinations that greatly increases consumer perception of the overall tourist offer. This thesis found that it is essential to introduce new forms of tourism based on specialization. This form of tourism requires the differentiation of the tourist product or service in the destination. A model for the development of sports tourism has been proposed. It was discovered that there is a need to develop selective forms of tourism, with an emphasis on the sustainable development of the city of Zadar.