In this final thesis, tourist demand and key characteristics are investigated in the area of one of the most important tourist regions in Croatia. The aim of the thesis is to analyze the factors that influence tourist demand and to examine the current state of tourist supply and demand in Split-Dalmatia County. The thesis is based on the analysis of statistical data and professional sources. The results of the analysis show that the tourist demand in this County is highly seasonal, with a high concentration of arrivals and overnight stays during the summer months. The majority of tourists are foreign tourists with a dominant interest in "sun and sea", but other forms of tourism are gaining more and more importance. The tourist offer of the County is rich in natural and cultural resources, but there is a need for further diversification of the supply in order to ensure greater competitiveness on the tourist market. Key factors influencing demand include proximity to natural and cultural attractions, availability of accommodation and infrastructure, and changes in tourist preferences related to the sustainability and authenticity of the destination.