Modern tourism has been shaped by globalization and new technologies which led to the growth of tourism as an industry. This has been facilitated by the development of transportation and communication technologies that have made travel easier and more accessible. While in the past, tourists were content with simply visiting famous landmarks and must-see destinations, many modern tourists now seek experiences that go beyond traditional sightseeing. Today they are looking for unique and authentic experiences that allow them to immerse themselves in the local culture and truly connect with the people and places they are visiting. Attention has therefore shifted from the product or service to the experience as an element of added value. That's why the experience represents the most valuable element and central aspect of the modern tourism industry. Due to its exceptional geographical position, morphology and favorable climate, Croatia relies heavily on this economic branch, but in order to remain competitive on the market, it is necessary to constantly adapt to the needs and wishes of customers. There is a problem of insufficiently developed strategy at the national level, weak intersectoral cooperation and unclear vision. On the other hand, Istria, with its proactive actions, has become an example of good practice and proof that investing in this segment of tourism is well worth it. The theoretical goal of this final thesis is the importance and role of experience tourism as a modern tool in tourism, on the example of the project The Art of Dining. This new concept of creating an enjoyable and memorable experience through food and dining includes cultural heritage as an ambience, service in the form of actors, which combination creates a completely new sensory experience. Creating a successful dining experience requires careful attention to every detail, from the selection and preparation of food to the lighting, music, decor, and service. The goal is to provide an atmosphere that is not only visually appealing, but is creatively and carefully planned to the smallest details in order to draw visitors into the story, thereby deepening the experience and emotional connection with the characters and the story. In addition to the physical elements of the dining, this type of event also includes a social aspect, engaging with guests, anticipating their needs and providing quality service to ensure an exceptional dining experience.