The purpose of this paper is to show how innovative ideas and a creative way of thinking create tourism products that contribute to the overall development of a tourist destination. The theoretical part of this paper lists contemporary trends in tourism that cause changes in tourist supply and demand side. Trends that occur, greatly affect the development of new, selective forms of tourism that represent the alternative to the present massive form of tourism. As one of the newer forms, there is definitely an innovative form of tourism whose definition is still not terminological. Innovative tourism represents the future in the development of tourist destinations because by the design of innovative and diverse tourist products, the creation of a variety of offers meets the broad spectrum of tourist needs. In the context of the development of innovative tourism, as well as other selective forms, it is important to note that innovation and creativity are considered the main components for designing personalized service to tourists and the development of these forms in general. The empirical part of the work encompasses research carried out in Đurđevac Town as a tourist destination that develops new tourist products to attract visitors throughout the year. The survey was conducted in the form of a deep interview where one person was interviewed. The aim of the research was to find out how the creation of a new tourist product, called "Hrvatska Sahara" - "Đurđevačke deve", influenced the development of Đurđevac as a tourist destination. The research results have shown that this tourism product has stimulated the interest of many visitors and increased the number of tourist arrivals.