In the paper, through a review of scientific and professional literature, the benefit of bee products and is shown. Apiturism is a special form of tourism which is described in the paper, The potential of such bee breeding in the Republic of Croatia is shown through a SWOT analysis and the health benefits of bee products. When it comes to the consumption of bee products, it is important to point out that honey, beeswax, propolis, bee pollen and royal jelly have different benefits for human health. For example, honey is known for its healing properties, while propolis has antibacterial properties. These products can help boost your immune system and overall health. Sustainable beekeeping is key to ensuring the continued production of quality bee products for human consumption. When we talk about the types of bees, it is important to note that there are three basic types of bees in the hive: workers, drones and queens. Beekeeping, as an important branch of agriculture, contributes to biodiversity, precisely because bees, by working and creating the aforementioned products, participate in the process of pollinating plants and maintaining the natural balance of the ecosystem. It should also be noted the importance of proper management of apiaries (it is important to choose the appropriate type of hive depending on the needs of beekeeping activities and environmental conditions), maintaining the health of bees, market demand for bee products, and observing factors such as seasonal variations in honey production, the effect of climate change on beekeeping. Human consumption of bee products in terms of health is rising following the trend of increasing chronic non-communicable diseases, therefore apiturism offers solutions in a sustainable and simple way to apply them and thus affect the quality of many lives.