The subject of research in this thesis examines and analyzes the negative effects of mass and festival tourism in tourist destinations. The objectives of the research are to determine the effects of mass and festival tourism, to determine the specifics of the attraction and resource base of Novalja and the island of Pag, to determine the attitudes of local people about the impact of tourism in Novalja, to identify opportunities for other forms of tourism in Novalja. To conduct research on the impact of festival tourism on the sustainable development of tourism in Novalja, its effects and possible future directions of tourism development in Novalja, we used a semi-structured questionnaire conducted by the local population and a semi-structured interview with stakeholders in Novalja. Five stakeholders of tourism in the city of Novalja were interviewed, and 101 answers were collected through a questionnaire. Regarding the attitudes of the local population about the impact of tourism on the city of Novalja, respondents agree that festival tourism has positive effects on the destination, but it is necessary to work on sustainable development of these types of tourism and other forms of tourism. Analysis of respondents' responses with regard to age, involvement in tourism and the area of residence of Novalja citizens, shows that there is no difference in attitudes, which can be interpreted as a common desire of the whole local community that tourism goes in the direction of sustainability. Among other forms of tourism, "outdoor" tourism is considered appropriate, which can have positive effects on seasonal production, environmental protection, sustainable development, and cultural and historical heritage.