A tourist destination represents the reason of traveling – there is no tourism without the destination. In line with contemporary global trends, the Istrian county develops its tourist products outside the framework based on „sun and sea“ with the purpose of attracting various guests segments and extend the tourist season. As guests become increasingly demanding, The County is orienting the emphasis of its tourist offer towards its regional authenticity and creating guest experiences, including culture, events and gastronomy. New forms of tourism are being developed, which leads to the differentiation of the tourist offer and creates new values for the guests. However – there is no destination without the product. A sustainable development of tourism, except the destination, requires also appropriate tourist infrastructure. Consequently, the leading tourism companies of the Istrian County, as well as other subjects engaged in tourist activity, strive to adapt its offer of accommodation capacities to the existing demand while respecting the wishes and needs off the guests. The offer of accommodation capacities increases, while existing capacities are renewed and modernized. Tourism companies focus on the individual approach to each guest and the focus of tourism development is put on quality rather than quantity. New investments lead to a new categorization of existing facilities, respectively a larger number of four and five star facilities, which brings higher standards of services that attract more demanding guests directing the development of the tourism industry of Istrian County towards high-quality tourism.