ABSTRACT To begin with, innovation can be defined differently, depending on the product to which the change is introduced. All the definitions agree that innovation is a new idea, discovery, patent or invention that creates an entirely new product or upgrades an existing one. Innovation can be classified in several different groups, such as technological, social and other. Technological innovations are the fastest growing and bring the most significant changes. In addition to tangible technological innovations, it is possible to innovate new ways of presenting marketing products as well as placing them on the market. Furthermore, innovations can be divided into process and production, radical and incremental as well as technical and administrative. The main goal of any innovation is to meet the needs of the market and challenge the competition. Market competition is the key to the emergence of every innovation. Everyone can create an idea, but only a few can create successful innovations. Innovation in tourism brings benefits for activities that are not closely related to tourism. Technological innovations or ICT (information and communication technology), whose main creator of the invention is the tourist himself, make today's travel significantly easier. The needs of tourists of the future as well as their features force the service providers to maintain steady progress and investment in the service. Moreover, global tourism introduces innovations in different fields, ranging from the destination to the level of attraction and the author of the service. In addition, innovation has enabled finding and exploring the destination as well as creating the perfect service by the tourists themselves. The main task of innovation in touristic services is the satisfaction of the tourists. The tourist is the initiator and expressed satisfaction is the ultimate goal, which together form a perfect circle in tourism. Innovating the product makes it accessible to every user whose leisure time and the need for an innovative tourist service is important. The man is the key to success in tourism, whether as a provider of services, a creator of innovations or the ultimate user of the services. Finally, as much as an innovation is advanced or strong, it will never be able to replace a man because it was created for the man.