Litoralization is a process that has affected most of the world's coasts, and population growth, industrial development and transport development are the factors influencing expansion of litoralization, and recently tourism, the fastest growing activity in Croatia has the greatest impact on expansion of litoralization. Croatian tourism has been developed due to the large number of preserved natural attractions, a large number of preserved monuments of cultural and historical heritage and the richness of natural and cultural heritage placed on UNESCO World Heritage List. The primary resource for tourism development is the natural environment, which suffers negative consequences due to accelerating growth of tourism, which takes place in uncontrolled conditions. Uncontrolled conditions are manifested through apartmentization and concreting of the coast, the development of mass tourism, especially during the summer months, because Croatian tourism is characterized by high seasonality, and the result of high seasonality is excessive tourist load in narrow coastal areas. Due to the negative impact of tourism on the environment, the Tourism Development Strategy of Republic of Croatia pays special attention to sustainable tourism development and lists the measures needed to preserve the environment and further development of tourism according to the principles of sustainable development. In the future, Croatia will have to take measures to turn to new tourism trends, especially “green tourism” which is developing according to the principles of sustainable development, preserved the natural environment, which is increasingly recognized by tourists from year to year. The development of such types of tourism will preserve the environment, but also increase the competitiveness of Croatian tourism.