Tourism is a part of economy which has a significant development perspective in Međimurje County. Overnights and arrivals in the last ten years show a tendency to growth, and that is an important fact which emphasizes significant future development in this region. Keenly, we can say that the tourist potential has been recognized by many private investors who as a legal entities or private persons started up with tourist and catering business with the faith that it will provide them a better future. In this sense, inhabitants in Međimurje are again evinced as a hard-working entrepreneurs who have a vision, and people who are not using this period of socio-economic crisis as an excuse, but as a new opportunity. Today, Međimurje offers a competitive tourist services which, together with the specific location and space make factors for strategic advantages. Past decade in Međimurje has been a period of intensive tourism development, a period in which creation of new tourist products increased tourist consumption and spending. However Međimurje still hasn't got destination brand, coordinated promotion and supply, which are key for creation a recognizable destination image and are important motivation for arrivals to Međimurje.