This work briefly explains the basic terms of marketing, tourism and tourism marketing. Furthermore, it describes the tourism business, tourism market and market research in marketing. Due to further elaboration of the topic, the functioning of marketing in tourism, its meaning and goal are discussed in detail. In addition, this work shows that tourism is an important sector of the Croatian economy. Croatia, fortunately, boastswithits mild Mediterranean climate offered in the summer months at the coast, and numerous national and nature parksas well as protected historical monuments under the patronage of UNESCO. Finally, a few statistical indicators of tourism in the Republic of Croatia are explained. The theoretical analysis has shown that the marketing is important in tourism and in every other branch, but in Croatia no significant efforts are made in tourism marketing because often Croatia is promoted by tourists who have already visited the country and share their impressions with their relatives and friends. The results of the analysis indicate that the part related to the Croatian economy’s relying on the tourism in Croatia would have to be changed.