This paper analyzes the investment climate in Zadar County and the development potential of the county based on comparative and competitive advantages. The work was mainly concerned with the tourism sector as the main branch of Zadar County. The author's interest in researching this topic is the result of long-time personal experiences of authors in family business and projects in the area. Information came through the search for secondary sources of information and personal experiences of entrepreneurs who were doing business there or doing business there. This paper deals with the comparative advantages and competitive of the Zadar county, as well as many disadvantages that hinder all county potentials from exploiting to facilitate entrepreneurship and attract new investors to the county. They have also presented investment projects in the past, as well as announcements of future projects that are still to be realized. As a special brake on existing and future projects, the problem of bureaucracy, property and legal relations, minefields and financing of entrepreneurial projects has been shown. The conclusion is the essence of any topic that may interest a potential investor in the county, as well as recommendations to decision-makers to resolve the brakes in the realization of entrepreneurial projects.