The development of global tourism in the theoretical circles as well as in practice increasingly poses the need for destinations strategic marketing. Strategic destinations marketing are not significantly different from the theoretical strategic marketing settings of any other product. In a marketing sense, a tourist offer is viewed as a product that is marketed on a tourist market. The current branding and strategic marketing of tourist destinations on a global scale as well as at the level of the Republic of Croatia encourages consideration of marketing strategies at the local level. As tourism is the main economic branch in the Republic of Croatia with the trend of continuous growth, the question of marketing strategy is raised. The topic of analysis in this paper was the island of Pag. The island of Pag is specific for analysis due to its administrative division into two counties, which certainly represents a challenge in the analysis and assessment of the situation at the island. Furthermore, the island of Pag has so far been positioned as a party destination, for what is worthily Zrće, but the island also has an excellent resource attraction base for tourism development in the desired direction based on segmentation. Thus, the subject of this paper is the marketing strategy of the island of Pag. The purpose of the work is to give a detailed insight into the marketing strategy of the destination, and the aim is to present and analyze the marketing strategy of the island of Pag as a whole that has many unused tourist potentials. The goal is also to evaluate the marketing strategy and offer guidance and recommendations for further development.