At the beginning of this century, Republic of Croatia has found itself in a demographic crisis which has been characterised by depopulation and population aging. In the middle of the unfavourable demographic development, some of Croatian cities have formed population policy that aims to improve their demographic image, and one of those cities has been Umag. Confirmation of success is an award of the best city in the country when it comes to demographic measures, education and social politics, and it has been awarded by a portal named gradonacelnik.hr in 2018. This master thesis presents the basic geographical and demographic characteristics of the researched area and implemented measures of population politics aimed at demographic recovery. In additions, the demographic issues of Croatia have been described as well as the authority of administrative cities for the implementation of measures for population policy. As an example, several prominent Croatian cities were cited with their successful implementation of population policy measures. At last, the effectiveness of direct and indirect measures that were used to create favourable conditions for the demographic development of Umag in the last ten years will be considered in this thesis.