The paper highlights the importance and role of animation in tourism with an emphasis on the Plava Laguna company. Animation in tourism is a set of contents that meet the needs of guests and provide them with the expected experience. This is why animation is a part of almost every tourist offer. Tourist animation is also associated with trends: experience economy and storytelling. The role of the tourist animator is to make the tourist's stay a complete experience, a more accurate experience. Through the animation program, the animator can meet the needs of tourists with his knowledge and skills. For animation to be successful, animators are needed who must combine certain qualities and skills and receive regular training. In addition to the animator, the performance of animation also requires communication, which is the basis of the quality of animation programs. The creation of animation programs depends on the type of facilities and the segmentation of guests, but the most common division consists of a children's program, a program for adults and an evening program. In Plava Laguna, animation takes place in the destinations Poreč and Umag. Their animation team is known as the Activities & Experiences Team. The animation of the destination Zelena Resort is presented in more detail in the paper. The most prominent activities are Beach Experience, Blue Lagoon Games, Cinema under the stars, Music show and Camp Day.