Modern tourism is one of the most propulsive, but at the same time most sensitive and most resilient industries. In the new political, economic, sociological and cultural frameworks tourism market become zone of new dialogues. Experiences and adventures become imperativ of tourist business. The consumer is guided by the value for the price, but recently they have become environmentally oriented, sensitive toward local culture, traditions and customs. Modern society is described as a society on the movement where tourists are travelling more often, for longer and cheaper than ever before. Today's world relies on mobility, movement and changes under social and cultural conditions, new technologies and innovations. Trends on global leisure markets are changing from4S (sea, sand, sun,sex) to 6E (escape, education,ecology, entertainment, excitement, experience). Research by the World Tourism Organization (WTO) has shown that more and more people are interested not only for exploring new places, but also for discovering various forms of tourism. New tourism product should be based on an authentic experience with the use of traditional local culture and gastronomy. The Republic of Croatia is ahead European countries by the number of monuments of tangible and intangible heritage inscribed on the list of UNESCO, which counts seven cultural, historical and natural beauty and thirteen cultural goods. Tourism potential of UNESCO heritage in Croatia is not fully utilizied and recognized, and is ideal for creation of new tourism products and experiences.