Makarska Riviera is a tourist destination that is built on the foundations of mass tourism with a very narrow range of tourist offers, which strongly depends on the weather conditions and includes a narrow coastal strip. As with most destinations of mass tourism and here is also 76 observed a problem with the short time duration of the tourist season and there is a need for the extension of the duration of the "season".Given that the offer is underdeveloped there is a need to expand the supply and the introduction of new forms of tourism and new tourism products. Active tourism in this study is used as a response to the issue of extending the tourist season and are set 4 hypotheses that are related to this type of tourism. On the Riviera is the Biokovo Nature Park, which is according to research conducted an ideal resource to be used for the development of active tourism. The research found out that the PP gives positive effect on tourists when choosing a holiday destination, while Makarska Riviera is a strong positive factor that attracts tourists to visit Biokovo which gives the conclusion that one destination to another is used as a comparative advantage and that they complement each other.This type of tourism is not largely dependent on weather conditions and sometimes even requires and worse weather conditions to deliver the expected dose of excitement. In addition to developing the tourist offer on the basis of active tourism , it is very important for this process to be well synchronized with the process of branding destinations. Branding must be done in a way that will result in further development of the destination and ultimate success in prolonging the tourist season. By positioning a tourist destination is developing tourism product and marketing mix with the desire to take a special place in perceptions of consumers in the desired market. Quality branding and positioning tourist destination Makarska Riviera will lead to the extension of the tourist season which has so far been possible only through the good weather conditions in the pre and post season and favorable calendar position of Easter, which is celebrated in countries from which most tourists come to this destination.