Given that beekepers are almost daily in new temptations, primarily related in addition to climate change, but also infectious and parasitic diseases of bees, it is evident that beekeping is a rather precarious occupation unless beekeeping is developed and the range of products and services within the beekeeping household is expanded. Precisely for that reason by inclusion apitherapy and apiturism in the offer every beekeeper would have, without too much initial investment (except in knowledge upgrade) a new additional source of income. Given that, this thesis is made in order to see the whole picture of beekeeping in the territory of the Republic of Croatia, apitherapy and apitourism and compared the supply and demand of currently available bee products and market services. The research was conducted in the form of three surverys, each of which was focused on one of the three key links of this market (consumers, beekeepers and apitherapists). From consumer surveys (n=1796) show that most of them use bee products (96%) of which mostly honey (95%) (floral, meadow and acacia) and cosmetics (74%) based on bee products. A survey for the beekeepers (n=420) showed that for most beekeepers, beekeeping is only a supplementary business (44%) or recreation (41%). A large number of beekeepers are not engaged in apitherapy (91%) and some did not even think about doing this activity (20%). A survey for apitherapists (n=25) found that for most beekeeping is an additional occupation (63%) or recreation (29%) while less than half practice apitherapy (40%), of which only few registered the activity (20%). The price for 30 minutes stay in apiinalating chambers is around 30 to 50 HRK, while the prices for flower/meadow honey variates from 30 to 80 HRK.