Conventional agriculture is among the biggest polluters of the environment. Overuse of synthetic pesticides, herbicides and mineral fertilisers have caused soil exhaustion, erosion, unbalance in the ecosystem, and their harmful effect on human health has been proven. This is why the author tried to point to the importance of development of organic agriculture, and olive growing as a traditional agricultural sector in coastal Croatia.The main intention is to show the basic geographical aspects of coastal Croatia and to explain the ways it can influence the development of organic olive farming. It is specially emphasized that organically produced food must be incorporated in Croatian tourist offer. It will stimulate a bigger interest for Croatia as an attractive tourist destination in the world tourist market and will simplify the sale of organically produced food. Development of organic olive farming will also contribute to the revitalisation of small villages where a strong presence of negative processes, such as deagrarisation, deruralisation and demographic regression is evident.
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