The purpose of this paper was to investigate the characteristics of active tourism, its current state and potential in Omiš. The analysis indicated a large increase in demand for active tourism products, from soft to hard activities. Tourists are increasingly active, want to stay in nature and are more environmentally conscious. The tourist offer in Omiš is specific due to a range of products for active holidays e.g. canoeing, rafting, diving, free climbing, and many others. The research has shown that there is a great potential for progress, that tourism can be environmentally sustainable and that a marketing strategy can be built on this form of tourism. However, there are numerous obstacles with regard to planning, systematic development, regulation and changing the way of thinking. This is why educating the people in the destination and careful planning of tourism development are going to be important in the future. Cooperation and dialogue between the private and public sectors are particularly important.