The study begins with the characteristics of the Šibenik-Knin County, which include features of the area and climate, demographic trends, and transportation and infrastructure. It then analyzes the characteristics of the tourism sector, covering the analysis of tourism resources and attractions, stakeholders, and planning documentation. A special analysis is conducted on the development of the area in terms of the pressure of tourist accommodation capacities on the space. This is followed by an analysis of the tourism market and a SWOT analysis. The strategy includes principles of development, vision, and strategic goals. In the concept of tourism development, a brand concept is presented, along with descriptions of tourist products and spatial and programmatic concepts. The action plan for operationalizing the strategy includes projects in four areas: improving public infrastructure, increasing tourism spending and tourism revenue, enhancing market communication and sales, and improving the management of tourism development.