The concept of experience economy should be studied and respected as one of most important factors in tourism and in general competetivenes of the entire Croatia. Emotions play an important role in achieving good holiday of tourist, it's most important part that tourist recieve in relations with sellers and the way they're treating with them. Often the business is required to be objective and serious, while the more personal approach in sellers or any kind of tourisic workers toward tourist isn't acceptable. That practice now is old and unattractive to tourists who are becoming more demanding and they are expecting more from touristic offers to be on positive level and have to have an emotional and impressive effect that is enhansing the tourism climate and positive economic results at the end of season. When we talk about the competitiveness of the tourism sector, we should be taken into consideration more factors than statistical indicators travel and overnight stays. The modern approach to tourism should be taking into consideration experiences of tourists and the possibility of returning next season and allowing the creation of regular tourist trips from season to season, given that tourists are those who run a complete tourism, regardless of whether they're traveling family, business or some other type of travel. From an economic perspective of tourism, it has the greatest impact on the balance of payments of the country, increasing standards and contributes to exports, which leads to the so-called invisible tourism, a term that evaluates some goods and services that aren't usually a physical object of exchange. The example that best ''evokes'' are illuminated giants because it is unique attraction in the world and really gives the impression to tourists and also on the local population. The things can we do to improve the experience is to give more information, ie, better promotion and information from the ones who have seen this attraction and could foward the information in their country, and therefore, make a recommendation about a new experience and the experience that could be crucial for a return visit in the next season. Such projects should be in the focus in tourism sector in order to promote tourist destinations and improve the competitive position of Croatian compared to some other countries, but in order to complete tourist offer, it's necessary to know their own strengths and weaknesses, and investing an effort in building the more successful image of the croatian tourism market.