The subject of this paper is the demographic characteristics of Northwest Croatia. Based on the analysis of the characteristics of demographic trends, it was shown that from 2013 to 2022 there were more deaths than births in Northwestern Croatia, and that birth rates were low and mortality rates were high. It also turned out that in that period there was more emigration than immigration, both internal and external migrations. By 2022, Northwestern Croatia will be without almost 10 % of its population compared to the number of inhabitants of that region in 2013. When it comes to the structural characteristics of Northwestern Croatia, data from 2021 showed that a fifth of the population is aged 65 and over, and that Northwestern Croatia is characterized by a regressive type of age structure. The analysis of the gender structure of the population of Northwestern Croatia showed that women predominate over men (there are slightly more than 105 female residents of Northwestern Croatia for every 100 male inhabitants), and the number of women is especially large among the older population. Such negative demographic trends can negatively affect the future economic development of Northwest Croatia, which is why it is necessary to implement measures to improve these demographic trends. In the final paper, measures to increase the birth rate, measures to reduce population emigration, and measures to improve the educational structure of the population were analyzed. Existing measures are not sufficient to improve demographic trends, so it is necessary to improve them and introduce some new measures.