NOVALJA is a tourist resort on the northwest coast of the island Pag, which is part of the Kvarner group of islands in the northern Adriatic. In the early fifties, Novalja tourism developed with the slogan: a place of peace and tranquility and beutiful beaches. It experienced the biggest boom in the late eighties, the development of private accommodation facilities, mainly apartments, the famous camp STRASKO and the high quality catering services in hotels LIBURNIJA and LOZA.   Novalja during those years, very successfully used all of its comparative advantages; close to the mainland with a fast car ferry which takes 10 minutes, connections of the island to the mainland on the southern part of the island, across the bridge, exceptional micro location that allows guests to use a large number of exquisite beaches in the Pag bay, mostly sand and gravel, and gourmet brand - lamb, pag cheese and Kvarner shrimp. In recent years, the park of centuries old olive trees in the area of Lun awakens growing interest in the tourist audience.

Since the beginning of the development of Novalja tourism, beaches have taken the most important place in the structure of tourist products. Along with camp STRASKO, located in the area of a dense forest and pebbly beaches, the sandy beaches of Planjka , are also popular along with Caska at the bottom of the Pag bay and a series of beaches in the Pag bay. Međutim, najčuvenija je plaža ZRĆE, smještena na zapadnoj strani paške vale, koja je svojom prostranošću, šljunkovitom plažom i bistrim morem oduvijek bila omiljeno mjesto gostiju.

Nonetheless, the most famous beach is ZRCE located on the western side of the Pag bay which with its large space, pebbly beach and clear see was always a favorite place for guests. Today, ZRCE is a synonym of Novalja tourism. On the beach are the most powerful clubs, club gatherings and entertainment productions. Aquarius, Papaya and Kalypso have become the concept of summer fun for young people from all over the world. In the summer months, Zrce is a place where the famous disco and electronic names in the music industry come: ARMIN VAN BULEN, CALVNI HARRIS, FERI CORSTEN, DAVID MORALES, PAUL VAN DYK, TIESTO, MARUS SCULCZ. Novalja is organizing a large concert – a festival of electronic music where performers include CHEMICAL BROTHERS.