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Europe is one of the most popular tourist destinations in the world, in which tourism occupies a significant place among the most relevant economic activities, and this applies to the Republic of Croatia as well. The intention of the study is to encourage and support the creation of an effective tourism policy in Croatia that would be based on the profiling of certain target groups, which can be adapted as well to other target groups and markets. The objective is to adapt the current tourist offer according to the identified needs and expectations of a particular tourist group in order to increase the attractiveness of Croatia as a tourist destination and motivate greater attendance of the targeted tourist groups.