The great beaches, exceptionally blue sea, abundant shade, and mild climate attract a growing number of visitors to Njivice each year. A former fishing village, Njivice is today a renowned tourist resort, a coastal location with soul, and a favourite destination for visitors from Europe and beyond. Tourism in Njivice started to emerge in 1930 when the Hotel Luka (the present Jadran) and the Villa Dinka were built. Since then, tourism has been the main livelihood for the people of Njivice. Before that, the main activities were fishing, olive growing, livestock breeding, and forestry.