There is a long way to the development of a place into a place of tourist encounter, tourist destination, such a road is created over the years and continuous investment never stops with further development. In order for a tourist destination to be successful, it must be properly managed, and there must be a team that, with a well-designed strategy, will strive to achieve good results that will satisfy the ultimate desires of consumers and for the benefit of the local population. It is necessary to follow the trends and properly direct the development of the destination towards new target markets that are accompanied by constant and accelerated globalization with the joint cooperation of the administrative authorities of the city and the local community. The city of Novalja strives for the development of tourism through sustainable development, which restores the lost identity of the place with which the desire to preserve cultural and natural heritage is awakened. By investing in the natural resources of the destination, it ensures the long-term sustainable development of tourism and provides a safer and better life for the population of one destination. Through promotion, togetherness and a good professional team, the City of Novalja presents in its Strategy the development of tourism through active enjoyment of naturally attractive resources that would be accompanied by indigenous products and cultural heritage whose story carries the distant history of the city.