The final paper analyzes the strategies used by Croatian tour operators in the tourism industry. The tourism industry plays a fundamental role in the Croatian economy, and tour operators are the main actors in shaping and promoting the tourist offer. One of the fundamental strategies of Croatian tour operators is the diversification of the offer. Tour operators recognize the importance of convenience to different interests and needs of tourists, and therefore offer diverse programs that combine traditional and new destinations. The popularization of lesser-known destinations enables a more even development of tourism and reduces the pressure on the most visited destinations such as Dubrovnik and Split. Thematic trips, such as gastronomic, cultural, sports and wellness arrangements, further enrich the tourist offer and attract specific target groups. Seasonal adjustment of the offer, with a focus on winter and spring tourism, ensures the continuity of tourist activities throughout the year. The quality of service is another important element of the tour operator's strategy. Continuous training of staff, application of international quality standards and systematic monitoring of feedback from guests are fundamental steps in ensuring top-notch service. Qualified and motivated staff can significantly contribute to the satisfaction of tourists, which results in their return and positive recommendations. This paper investigates the strategies of Croatian tour operators with the aim of understanding how they develop, implement and adapt their business strategies in order to remain competitive in the global market. The analysis shows that tour operators who invest in digital marketing and adjust their offers according to the preferences of tourists have a greater competitive advantage.