Entrepreneurship and innovation play a key role in the modern economy because they enable the creation of new values, stimulation of economic growth and increased competitiveness. Entrepreneurship is defined as the process of recognizing, developing and exploiting business opportunities while taking risks and making decisions in conditions of uncertainty. Innovations are the core of entrepreneurship because they enable the creation of new products, services or processes that create a competitive advantage in the market. Innovations transform ideas into commercially successful products, creating new values that contribute to the development of the economy. It is important to distinguish innovation from invention - while invention implies the creation of something new, innovation is the application of that invention in practice. Entrepreneurs are often the drivers of innovation because they recognize market opportunities, develop new ideas and implement them with the aim of creating a competitive advantage. This synergy of entrepreneurship and innovation is particularly evident in industries such as tourism, where innovation enables the creation of new tourism products and services that attract visitors and differentiate destinations. The introduction of new technologies, personalization of the offer and sustainable approaches in tourism are just some examples of how innovations improve business results and competitiveness. By introducing digital technologies in tourism, it enables faster communication, greater efficiency and lower business costs, and improves the user experience through personalization and digital services. The application of new technologies in tourism, such as mobile applications, virtual reality and digital platforms, enables tourists to plan their trips more easily and receive personalized offers, while it enables entrepreneurs to adapt to the market and increase competitiveness. There are many examples of innovation in tourism, and this paper looks at examples from the overseas practice of the Van Gogh Museum in Amsterdam and the Gardens by the Bay in Singapore. Examples from Croatian practice are the Museum of Apoxyomenos in Mali Lošinj and Solana Nin. Success in entrepreneurial projects depends on the ability of entrepreneurs to recognize market opportunities and develop innovative strategies that will enable sustainable growth and long-term competitiveness on the market.