Wine tourism, being a specific and a rather particular product in tourism, is beginning to take up an ever more significant role in tourist offer of many destinations. Key elements of wine tourism are not only wine-growing regions and wine but also wine manufactures. For this kind of tourism to be successful, many different aspects need to be taken into consideration: wine quality, the point of view a wine producer has, all the local attractions and the number of tourists who come and visit the region. Wine tourism enriches and improves the overall tourist offer of a particular destination, enables wine producers not only to promote their product more but also to find new markets for wine sales. At the same time, such tourism offers all the visitors an authentic and unique experience. Hrvatsko Zagorje is a region with a very specific kind of picturesque landscape, rich cultural and historical heritage and a long-standing tradition of wine growing and wine production. This is why exploring its potential in the sphere of tourism is of extreme importance. With the development of wine tourism, one could improve tourist satisfaction and also increase their spending thus making Hrvatsko Zagorje and all it has to offer a better and more competitive destination. All of the above written can influence significantly further development of both tourist and wine sectors of this area. In the long run, all of that can help establish an even more recognizable image for the region and provide it with a significant economic growth.