This document outlines a plan to improve tourism in Šibenik, Croatia. It begins with a SWOT analysis that notes strengths like location and climate, but also weaknesses such as seasonality and lack of defined products. Goals are then presented to develop innovative products targeting different demographic groups, improve infrastructure like accommodation and transportation, and create conditions for entrepreneurship through measures such as utilizing EU funds and simplifying land registration. The plan aims to strengthen Šibenik's tourism industry and economy through targeted product development, infrastructure upgrades, and business support.