The town of Opatija, the municipalities of Lovran, Matulji and Mošćenička Draga and the settlements of Volosko, Ičići, Ika and Medveja form a unique area of the Opatija Riviera located along the coast, at the foot of the Učka mountain. The center of the Riviera is the town of Opatija, whose long tradition of tourism dates back to the days of the Austro-Hungarian monarchy when it began to develop as a destination for health tourism. From then until today, the town of Opatija is often synonymous with the Opatija Riviera, despite the fact that in neighboring municipalities and settlements there are natural and cultural sights and highly categorized accommodation facilities of great potential to attract more foreign visitors, when their promotion in major emitting markets was more pronounced. With the aim of dispersing tourist trends and more effective promotion on the foreign tourist market, it is necessary to functionally unite tourist boards in the Opatija Riviera (Opatija Tourist Board, Lovran Tourist Board, Matulji Tourist Board, Mošćenička Draga Tourist Board, Ičići Tourist Board) into a single Opatija Riviera Tourist Board. Management of the Opatija Riviera tourist destination coordinated between the Opatija Riviera Tourist Board, local and regional self-government bodies, bidders (hoteliers, restaurateurs, private renters, etc.) and the local population would result in a more competitive tourism product than if each municipality or the city independently promoted in the tourist market.