This paper work defines the importance and significance of sports tourism as a selective form intended for the target group of consumers, those are tourists. The role of sports and sports recreation in the tourism market takes on increasing importance, therefore, so in modern tourism they are becoming one of the primary reasons for visits of tourists to a certain tourist destination. Large sports events stand out as an important segment of sports tourism development and they have, on a global level, an important impact on the promotion of the destination itself and significant socio - economic effects. In big sports events can be classified the European and World Football Championships, the Winter and Summer Olympics, the Masters series tennis tournaments and more. A significant role in sports tourism has football, which is the most represented sport in the whole world, regardless of whether active or passive participation in it is considered. Football tourists are active throughout the year due to various football competitions, from club leagues to international representative competitions, and create significant consumption through travel, overnight stays, ticket purchases and the use of accompanying facilities offered by the tourist destination. Istria, as the most developed tourist region, through its comparative advantages has the potential for the development of sports tourism, which can significantly extend the season, with special emphasis on football preparations, hiking and cycling tourism. By monitoring sports trends on the market, through the joint action of all stakeholders and with the further infrastructure development, football preparations and cycling tourism have the potential to develop Istria into an even more competitive destination in a strong Mediterranean market.