Istria, as one of the desirable holiday destinations is located on the western side of Croatia surrounded by the sea on four sides whose convenient location gives great importance for the development of the tourism in the area. Although Istria is a holiday destination of sun and sea, the goal of organizations and management in Istria is to stop it, that is, to reduce seasonality through specific forms of tourism. One of the currently interesting and newer forms of a specific form of tourism is creativne tourism, which is discussed in this thesis. The aim of this thesis was to explore the theoretical foundations of creative tourism and analysis of the current state and future development of creative tourism with special emphasis on the area of Istria county. Examine its positive and negative sides using a survey conducted among the local population. The survey confirmed two claims. The first is that more information is needed within the destination and the second is that Istria has great opportunities for the future development of the dominant product and services related to creative tourism. It is believed that in the future more development projects should be encouraged with the help of subsides in order to ensure greater tourist offers through the pre-season, peak season and post-season and thus enable long term development of creative tourism and reduce the biggest problem, seasonality.