Economic and non-economic aspects of tourism affect growth and development and the acquisition of sustainable competitive advantages of tourist destinations. Therefore, aspects of tourism in the city of Zadar are chosen as the research subject. The aim of the paper is to present the features of economic, social, cultural, ecological and political-security aspects of tourism in Zadar's destination offer. The research shows that tourism generates positive economic effects in Zadar and successfully meets the social and cultural needs of tourists, thus generating positive experiences and impressions. A high level of personal security is an important source of growth of tourist demand in Zadar. The long-term sustainable development of tourism in Zadar is negatively reflected in the saturation of the historical city core. The saturation of the historic city core causes negative social and ecological factors and leads to the process of emigrating the local population and its alienation through the process of tourism. Therefore, it is a long-term proposition to invest in the spatial and temporal dispersion of tourism activities in the historic core of Zadar, in order to preserve the authenticity of the destination offer and hence its specificity.