This topic goal is to show the importance of Italian language in Croatia's tourism. The goal of researching this work is to point out the importance of knowing Italian language in context of improvement of tourist service quality and therefore competitiveness on tourist market. Tourism is service industry, therefore very important factor in provision of high-quality and strong competitiveness. It is important fot tourism workers to improve their skills and educate themselves to provide the best possible service. One of must-have qualification is good knowledge of foreign languages to bring closer the service which will be offered to its users. Tourism and languages are closely related one to each other. Next to English language, in Croatian area, it is highly important to know the other languages too. One of them that matters is Italian. For Croatian tourist sector, Italy represents one of the most valuable markets. Their arrivals are increasing from year to year. Our market offers continuous proactive promotional strategy which involves marketing and public relations campaign, but also great cooperation with Italian parners.