The purpose for writing this paper was to give an insight into the level of tourist loyalty and satisfaction of tourists for Croatia as the tourist destination, as well as to determine the quality of tourist offer of the country. For the best possible comprehension of tourist loyalty, both theoretical and empirical researches have been conducted. Research showed that there has been a shift in Croatian tourism in comparison to a few years ago. More and more tourists that come to Croatia are highly educated. Moreover, the share of those that come with their families or friends is in decline, while the share of tourists that come to Croatia with their partner is higher. The main motive for their arrival is still to escape their daily routines and to rest and relax. Tourist loyalty to Croatia as their chosen holiday location is in decline. There are fewer tourists who have already been on a holiday in the county and who are willing to come back in the near future and more and more people who are visiting Croatia for the first time.