The town of Novalja is a major port and famous tourist centre. The city is known for its tradition of excellent wine and cheese.
Only few places on the Adriatic coast can boast about its beautiful beaches that are in within its nearby vicinity like Novalja. Its hidden small bays are covered with rocks, sand and pebbles, bathed with clean, clear sea and surrounded by untouched nature.
In recent times Novalja became famous also because of the Zrće Beach, which is one of the biggest summer destinations among young people in Europe.