Recording a trend of continuous growth over the past fifty years, tourism is becoming today a truly global activity. Modern tourists choose tourist destinations depending on whether the offer satisfies their wishes and needs.Significant changes in the value system of the modern consumer, his attitude towards himself, the wider community and, in particular, according to the environment and, above all, the achievements of information technologies, they change significantly modern tourism industry. The island of Rab is an island of amazing natural diversity, beautiful diverse beaches, an island of rich historical heritage, long and pleasant promenades, a tradition of 120 years of organized tourism, kindness, hospitality and diligence of the island's population. Beside the wealth of flora on the island of Rab we meet a diverse wildlife, both on land and in water. The natural wealth, rich history and cultural and historical heritage are the bases of tourist activity, which is the main industry with centuries of tradition. The island of Rab as a popular tourist destination has the potential for successful tourism development in the 21st century through innovative approaches in creating tourism products tailored to consumers.