The purpose of the paper is to identify the strengths and opportunities on which the city of Lovran should build its tourist offer. The identification of factors that can contribute to the progress and development of tourist destination is important, so it can be included in the strategic plans of the destination. Competition in tourism today is omnipresent, and everyone must fight for their "part of the cake". Only good and quality planning can successfully utilize the available financial resources and attract new investors who will invest in the development of the city of Lovran. The potential for the promotion of a tourist destination like the city of Lovran is limitless. With this paper, theoretical and practical work was done to process tourist offer of the town of Lovran. The SWOT analysis demonstrates the ability to reach the destination for attracting a larger number of tourists. Lovran has an invaluable natural resources that need to be well-placed on the tourist market and their potential must be fully used. Natural values such as geographic position, warm sea, suitable climate, big cultural offer, natural beauty, and the vicinity of the National park of the Učka, are great advantages in the competitive market and they certainly need to be properly exploited. Due to the state of its resources and development potential, the City of Lovran has wide possibilities for developing tourism based on authentic values and autochthonous products. In this way, it would allow further employment of the domicile population and prevent their migration to larger cities in pursuit of a job.