Innovations do not represent a new and revolutionary way of doing business, they are the only way to survive on the market. The biggest problem of innovation is that the economic sector does not know how and when to innovate, so there is a great risk of failure. Every fifty innovation becomes a growth driver and a source of wealth, and every fourth makes profit or returns invested. Companies and organizations need new discoveries due to growth, development or survival in the market. In tourism, innovation has been neglected for a long time but it is currently experiencing revolution in the global context, new ITC technologies are used, consumer habits are changing. Tourism is considered one of the fastest growing activities of the world economy. Travelers spend billions of dollars enriching the economy and businesses and creating new jobs. In Croatia tourism as an activity plays a significant role in the economy, and therefore it is important to invest in tourism in an overall way to maintain a positive attitude on the sustainability of the Croatian tourists and the growth of the sector.