Croatian tourism and tourism economy are still characterised by being geographically bound to the narrow coastal belt. Nonetheless, tourism as a branch of economy demonstrates vast development potential in the continental part and the town of Prelog. This is evident from the increased number of overnight stays and tourist arrivals in the last few years, which is to say that the town administration and the Tourist Board of Prelog have been doing an excellent job. As a result of that, tourism has great development potential, which has in the last few years been recognised by a number of private investors, who have been investing significant financial resources into tourist and catering facilities. Today, the town of Prelog has its own competitive tourist offer, which is, together with its location and area features, a factor of strategic advantage. New tourist products and increased diversity of the tourist offer help to place the town of Prelog on tourist maps. Nevertheless, it is necessary to invest even more effort into promotion and sales in order for Prelog to become a destination brand or, more specifically, to develop a recognisable destination image that would contribute to a stronger motive for tourists to visit the town of Prelog.