A tourist destination is a spatial unit that with its facilities and attractions must be attractive to potential tourists in order to meet their tourist needs. Marketing in tourism implies consumer orientation, development of an integrated business program and goal orientation through coordinated activities and organization of the private and public sectors. The tourist market is an economic space where tourist supply and tourist demand meet. Modern tourism is characterized by a revolution on a global scale marked by the development of postmodern consumer tourist behavior. The new global order brings with it flexibility in supply, which results in the emergence of a demand for a range of specialized and adaptable experiences and the implementation of innovations, in response to new tourism requirements and needs. Modern tourists are consumers who create their identity through consumption, the benefits they receive from products and services, and the experience and feelings they can convey about themselves and others, and it is extremely important for them to have a new experience. Tourist attractions are extremely attractive features of a particular destination that initiate the arrival of tourists, so it is important that the attraction is incorporated into the tourist product of a particular destination, and the attendance itself depends on the interpretation of the attraction. For the valorization of a tourist destination, it is important to know the target market and strategically introduce new attractions or innovate existing ones. Destination marketing is a type of marketing that promotes a specific destination with the intention of increasing the number of visitors. In doing so, it is important to choose the right marketing strategy, which can be a challenging job these days. Only the knowledge of existing and anticipation of future trends in the development of attractions and the introduction of innovations in the tourist supply of the destination guarantees the destination survival in a modern dynamic and competitive tourist market. The subject of the paper is marketing innovations on the example of the tourist destination Rastoke