Varaždinska region, by its characteristics, belongs to the group of the continental tourism. Continental tourism in Croatia has not be enpaid enough attention at all. Lately, attitudes towards continental tourism are changing underthe influence of the events at the global touristmarket. The touristmarket is extremely dynamic and looking forward to modern trends. Tourist wants to get to know and experience worlds that are distinctly different from his everyenvironment. For guests from the urban areas this continental part of Croatia, Varaždinska County, represents a realdiscovery. The purpose of this paper is to represent the abilities, significance and impact of promotional activities aimed at improving the tourist potential of the city of Ivanec, as well as the entire county of Varaždinska. The aim is to explain the impact of the implementation of an adequate marketing plan to improve and increase income gained from tourist activites. Operationalisation of concept of sustainability in Ivanec and its surroundings can be achieved by defining carrying potential and its application in longterm perspective plan of Ivanec's developement. Today and in the future, successful will be those tourist destinations who, no matter tourist profile and own developement perspective, plan, implement and control their own marketing activities and who direct them towards tourists. Inparticular we want to emphasize the importance of improving the quality of servicethat is obtained by applying an organized, systematized and planned to deal with human potential and motivation of staff.