Neretva Valley is an area with favorable geographic conditions where economy is based on agriculture and port related activities despite possessing exquisite touristic potential. Neretva represents a unique mixture of river, sea and lakes and as such is a habitat of many plants and animals thanks to Mediterranean climate. Except for its natural beauty, Neretva Valley has many cultural goods and manifestations representing traditional life of the locals. Although this area has many touristic resources, its receptive elements are not quite developed. Therefore, it can't be perceived as a developed tourist destination. When speaking of tourism organization, it is important to state that there are 4 tourism communities, each of them working individually despite the fact that Neretva is relatively small area with similar features. Tourist demand is not in balance with full potential of the place, especially in comparison with the average of the Dubrovnik – Neretva County. However, due to this, negative effects of tourism are still not that visible in Neretva region, but due to its ever – growing trend it may cause not just positive but also negative economic, social and ecological effects. Hence, it is very important to develop tourism supply in a sustainable way by basing it not just on the sun and sea tourism, but also on nautical tourism, adventure tourism, cultural tourism and rural tourism.