In the theoretical part of the paper, the concept of strategic marketing is presented and the purpose and importance of its application in daily operations of manufacturing and service organizations. The term of strategic marketing plan is defined and the stages of developing strategic marketing plan are outlined. The emphasis in the theoretical part of the paper is put on marketing strategies and they are individually analyzed. Also, the concept of a tourist destination is defined. The importance of introducing marketing into the development of tourist destination and the steps in the marketing management process of a tourist destination are presented. The emphasis in the practical part of the paper is on the tourist destination of the Rakovica municipality. The current tourist offer of the municipality, the resource base for tourism development and the analysis of tourist traffic in the period 2014 - 2019 are presented. Also, strategic goals and vision of tourism development of Rakovica municipality are presented based on the proposed Tourism Development Strategy of Rakovica municipality from 2019 to 2024. In accordance with the strategic goals and vision of tourism development, through the marketing strategies is presented the valorization of potential tourism products that would contribute to the enrichment of the tourist offer and increase the attractiveness of the tourist destination of the Rakovica municipality.