The topic of this paper is "Marketing of a tourist destination on the example of the city of Novalja". This paper analyzes the concept of tourist destination marketing. The main purpose of this paper is to show the importance of marketing in tourist destinations on the example of the city of Novalja. The paper presents the theoretical settings of the tourist destination, the importance of building the image of the destination and explains the way of managing the marketing of tourist destinations. The tourist offer by which the city of Novalja attracts tourists from all over the world is analyzed in detail. The focus is on the development of the city of Novalja as a tourist destination, which depends on the further proper use of marketing activities. The paper consists of a theoretical and a research part. The theoretical part of the paper includes literature in the field of marketing, tourism marketing and tourist destinations, and focuses on marketing management in the environment of tourist destinations, as well as the importance of building the image of the destination. For the purpose of the research, a survey was conducted on a sample of 110 respondents. The aim of the research is to determine the importance of marketing activities with emphasis on the overall satisfaction of tourists with the promotion of the tourist offer of Novalja, and based on the results obtained during the research it can be concluded in which direction Novalja as a tourist destination should develop.