Tourism plays a key role in the economy of the Republic of Croatia. With its rich cultural heritage, beautiful coastal areas and natural beauty, Croatia has become a popular destination among tourists around the world. Strategic management in tourism in the Republic of Croatia must deal with a number of specifics in order to achieve success and sustainability in this dynamic sector. One of the key specificities of strategic management in tourism in the Republic of Croatia is sensuality. Most tourist activities are concentrated during the summer months, especially in coastal areas. This creates challenges in terms of balancing seasonal demand with year-round sustainability. To solve this problem, strategic managers must develop innovative strategies that will attract tourists during other parts of the year. This may include the diversification of the tourist offer, the promotion of off-season events, as well as the development of tourism within continental regions. Another specificity of strategic management in tourism in the Republic of Croatia is the need to preserve natural and cultural resources. Croatia is known for its beautiful national parks, protected areas and cultural heritage. Sustainable tourism is becoming an increasingly important aspect, in order to protect these resources and ensure that they are available to future generations of tourists. Strategic management must include tourism management with an emphasis on sustainability, which includes responsible planning, education of tourism stakeholders and promotion of environmentally conscious practices. In order for tourism in Croatia to develop successfully, it is crucial to understand the needs and preferences of tourists. Strategic management in tourism must be focused on market research, analysis of tourist trends and promotion of a differentiated tourist offer that satisfies different target groups. For example, Croatia offers a variety of activities such as adventure tourism, cultural tourism, wellness and spa tourism, and eno-gastro tourism. Strategic managers should recognize these market segments and develop targeted strategies to attract the appropriate tourists. Also, strategic management in tourism in the Republic of Croatia must deal with the challenges of globalization and technological changes. Technological advances are changing the way tourists plan trips, book accommodation and experience a destination.