Tourism is one of the primary economic branches in the Republic of Croatia, which is certainly shown by the fact that the Republic of Croatia is one of the few EU countries on the list of countries that are extremely dependent on tourism revenues. In practice, it is possible to see that mass tourism is still present in the Republic of Croatia, with exceptional seasonality. It is a bathing tourism that is cyclical in nature and at the same time subject to numerous external influences such as conditions of uncertainty. The large share of tourism in the GDP of the Republic of Croatia had a negative impact on the entire economy during the COVID-19 pandemic. That is, the negative impact of the pandemic had a multiplier effect on the entire economy of the Republic of Croatia. Although on a global level there is an exceptional presence of private accommodation with a high intensity of using online platforms, the consequences and effects of this type of tourism should be taken into account at the strategic level. Mass tourism as it stands out today in the Republic of Croatia can have negative consequences for the environment, society and ultimately on the economy, which is why it would be desirable to develop tourism in the direction of sustainable development, which can certainly contribute to modern trends in tourism they are developing more and more. Partnerships and connections of business entities are one of the possible modalities for gaining competitiveness in the tourism market. It should be emphasized that the COVID-19 pandemic had a significant negative impact on tourism at the global level and in the Republic of Croatia. Uncertainty conditions have a very negative impact on tour operators and hotel companies, and many of tour operators stagnated with business during 2020 and 2021 due to the effects of the pandemic, and the same applied to the hotel sector. It should be noted that ultimately the conditions of uncertainty have a more pronounced impact on smaller tour operators and smaller hotel companies and their business relationship, while when it comes to larger tour operators and hotel companies, they find solutions to overcome the business crisis.