In this paper, we will talk about tourism, it's impact on economic conditions of the country, the impact of tourism on everyday life and it's importance in promoting the state, region, city on the global market. Also, all of the above mentioned factors are discussed in the example of Croatia for a better understanding of the concrete example. It analyzes Croatia's position on the global market as tourism destinations, efforts and resources invested in tourism and promotion of Croatia, and the impact of tourism on general economic and business opportunities in the country. The paper is primarily oriented to the promotion of Croatia as a tourist destination through souvenirs which are the main tool for achieving the goals of Croatia's promotion. This was elaborated on a concrete example of a souvenir of "Croatian dice - heart" designed by renowned artist from Požega Nikola Radmirovic and for which he received numerous national and international awards in the field of tourism and innovation. The whole process of creation of the "Croatian dice - heart" has been analyzed and elaborated, from the idea of souvenirs, designing designs, making sample pieces to mass production, finding distribution channels and final commercialization. Finally, it can be concluded that Croatia does not attach sufficient importance to souvenirs as a promotional tool, and that the institutions responsible for branding and promoting Croatia as a tourist destination do not perform a quality and professional job.