By the end of the twentieth century, development of marketing strategy, based on determining business methods and setting and achieving long-term goals has started. The accelerated development of the tourism market, driven by globalization of tourism, technological advancements, and societal progress, led to the need for conducting analyses in the tourism market and establishing specific business strategies by business entities, in this case, destinations. Rapid development of the tourism market, driven by globalization, technological advancements, and societal progress, has led to the need for conducting analyses in the tourism market and establishing specific business strategies by business entities, in this case, destinations. The tourism market consists of different suppliers of products and services, which can be from different industries, so it is necessary to cooperate with all participants in the tourist market in order to achieve a certain marketing goal created by the holders of marketing activities. The tourist offer in Makarska was based on the offer of "sun and sea." Such an approach has had an impact on increasing seasonality and the destination has developed on the characteristics of mass tourism characterized by a narrow range of offer opportunities. Today, the holders of strategic marketing activities are trying to change the market position of Makarska by expanding the offer aimed at different market segments. The purpose of this paper work is to explore the potential possibilities of expanding the offer of the city Makarska to other segments of the tourist offer in addition to resort and bathing tourism, as well as the opinions of the local population on the use of the existing tourist potential of the city. The results of the survey pointed to the unused potential of the Biokovo Nature Park, cultural buildings and beaches, and that there is a need for an offer in the destination that can be realized outside of the summer season.