This paper deals with the problem of the role of public sector in adopting communication strategies in tourism. The paper specifically deals with studying the roles of the public sector at local and regional level regarding the formulation and implementation of tourism development strategies in general, especially when it comes to adopting strategic documents in the communications domain. Due to information overload, communication is becoming an important factor and the success of tourist destinations depends on it. Tourist market is saturated with information, so it is necessary to determine the key messages when formulating the strategy in order to avoid incomplete information, complex information and too much information in general. Tourism in Croatia is vitally important for both the state and the society due to its positive impact on the economy. Apart from its direct impact on the economy, tourism also has an indirect impact which is reflected in other ways of making profit. Tourist activity itself generates other forms of business activities and creates a business climate. This in turn creates new jobs, especially in places where they are essential, such as the islands and peripheral places in our hinterland. Thus, the aim of local and regional authorities is to establish quality destination management in order to valorise and exploit the tourist resources and potential of a certain place to the maximum. Destination management has to create the foundations of sustainable development, both of tourism and of life in a certain area. The path towards sustainable development consists of planning, developing sustainable tourist products and investing in human resources and constantly improving various processes in a certain destination. Thus, it can be said that tourism, which is of vital importance for Croatia, can be sustainable only if the communication between all levels of authority in the state is good. Actually, great importance is given to communication in tourism. From the in-depth interviews carried out with tourist boards in the area of Zadar County it can be concluded that great importance is given to communication. Tourist boards have placed a lot of emphasis on slogans and logos in the last few years. While certain tourist boards communicate under the Zadar county slogan, others are trying to promote themselves by creating their own slogans. In this way, tourist boards are trying to present the tourist destination in a few words and familiarise the public with it by giving the most important information about the destination. It can be concluded that tourist destinations today generally place a lot of importance on strategic communication, and the results of the research conducted for the purpose of this paper show that this is the case in the system of local and regional authority in Croatia as well, that is at different levels of tourist destinations that belong to them.