The role of marketing in tourism begins due to the great economic importance of services in the modern world. The coordination function of marketing is very important in the field of tourism, where the coordination of the movement of people, that is, the market, is needed. The marketing concept implies the development of products at the very beginning of the production cycle and the design of policies and strategies with the aim of achieving corporate goals. The development of tourism greatly encourages the development of a tourist destination, because the tourist destination changes and develops together with changes in the tourist market. The concept of marketing in tourism is based on the fact that a tourism organization must sell a tourist destination in the same way that manufacturers sell their products. Which is why it is possible to manage tourist destinations through a single tourist product because it is easier to follow market requirements and adapt to customer tastes instead of tourist destinations that have several tourist products. In order for a destination to be able to plan its future development, it must first of all know where it wants to be, that is, what products it wants to have in its offer. Given that the product of a tourist destination consists of a number of direct elements of the offer of attractions, communications and reception and a number of indirect elements such as communal infrastructure, products of numerous activities and so on, strategic planning in marketing is an integral part of planning the development of a tourist destination and is based on the goal defining marketing strategies of the destination in order to position the tourist destination on the market. In order to encourage even greater development of the Imotski Krajina, it is necessary to properly design and mutually coordinate the activation of the economic entire available intangible and material resource and attractive basis that the tourist destination has.