The aim of the thesis is to determine the importance and characteristics of British outbound tourism market both in the world and in Croatia. The subject of this thesis is to analyze the tourism market of Great Britain which is the cradle of modern organized trip whose pioneer was Thomas Cook. In this thesis the method of analysis „at the table‟ is applied and all domestic and foreign scientific literature and relevant internet sources on the topic of research were fully studied. According to the latest data from the World Tourism Organization (UNWTO) in 2014, based on the data on expenditures for tourist trips, the Great Britain is at the forefront of international tourism consumers and occupies fourth place in the world. Great Britain is also an important tourism market for Croatia, because overnight stays in 2014 ranked the Great Britain at 9th place in relation to other foreign tourism markets in Croatia. According to a TOMAS summer survey their consumption is increasing every year putting them at the first place of all tourist consumers in Croatia. The British differ from the other guests visiting Croatia due to arrival time; many British tourists are coming in the pre and postseason which presents a great potential for Croatia. Characteristic of British tourists is also air travelling so it would be good for Croatia to introduce more air rotes during the year and not only during the season. Their favorite destination in Croatia is Dubrovnik where they usually still come on cruisers.