The objective of the study was to show the importance of marketing strategies that are defined through the analysis of the environment in times of crisis. This paper focuses on the impact of the crisis on the marketing strategy used in Croatian tourism. Based on the literature studies with the various authors who have studied the issue of the crisis, marketing and corporate strategies in a turbulent environment, as well as statistical data and informations of Croatian Chamber of Commerce and the National Institute of Statistics, analysis and theoretical background to define the key processes and outcomes of each activity, i.e. reactions to the impact of the crisis for the organization and the country. A particular problem is the indebtedness of the Croatian state and economic entities, which leads to a decrease in production in almost all industries, the reduction of exports and employment, which has a direct effect on tourism. Tourism is for Croatia in the period of crisis a huge source of revenue. The result of the analysis of tourist arrivals, passenger, and freight transport in comparison from the beginning of the crisis to date show a higher number of tourist arrivals today, but the double reduction of transportation of passengers and goods. To achieve profit in crisis circumstances, the analysis indicates that a comprehensive marketing effort, which in other words means that during the crisis it needs to take care of relationships with consumers, and the products as well, and seek new markets if it is to operate with a profit. Realization of marketing objectives takes place under a constant pressure of constant change of environment, intense competition and limited resources.