The subject of this paper is the marketing strategy of tourism destination development. Dubrovnik as a tourist destination and its marketing strategy will be taken as an example. Namely, it is indisputable that Dubrovnik as a tourist destination is known beyond the borders of Croatia, so they wanted to explore the possibilities and current state of tourism in Dubrovnik and the way it is perceived in the minds of consumers. In addition, in addition to the theoretical part of the paper based on secondary research, a primary survey was conducted on a sample of 100 respondents in order to gain insight into how respondents, potential visitors to Dubrovnik, perceive the city, its attractive forces, which they consider to be key strengths. what disadvantages etc. Tourism in Croatia is a very important activity that helps the country in its economic growth and development. Of all the tourist destinations in Croatia, Dubrovnik is certainly one of the most famous not only in the domestic tourist market but also in the world. According to the choice of numerous magazines, Dubrovnik is often proclaimed one of the most beautiful cities in Europe and the world. It is indisputable that Dubrovnik, as a tourist destination, is well known outside Croatia. The importance of Dubrovnik's tourism for the overall development of Croatian tourism is sufficiently illustrated by the fact that the Dubrovnik-Neretva County is the fourth in Croatia in terms of tourist arrivals. Namely, only Istria County, Primorje-Gorski Kotar County and Split-Dalmatia County are ahead of it.