Tourism requires the introduction of new products and services that will increase the competitiveness of certain providers or the entire destination. Innovation is a significant feature of Croatian tourism in which many innovations are implemented in the form of various products or reconstruction and improvement of existing products and / or services. In tourism, it is very important to act with the aim of progress, and in addition to innovation and novelty, quality management processes in tourism or in a tourist destination serve this purpose. As part of quality, there are various elements that need to be managed in relation to a particular place and time and to the existing possibilities of the structure that needs to be improved. In tourism, visitors or guests are actually customers, ie consumers who direct quality management procedures to their needs, desires and interests. Quality management is just as important as the standards that provide the framework for carrying out these procedures. Standards exist in order to establish quality in as many tourist facilities or activities as possible, and the point is that the standards in a certain way assess the process of increasing and improving quality in tourism. In an oversaturated market, the importance of innovation is indeed great and it sometimes happens that the emergence of innovation is crucial in terms of revitalizing or re-promoting the quality of a tourist destination or a particular company operating in tourism. Innovation is related to digitalization, technology, architecture, development of numerous ideas and trends in the field of technology and sports.