Primosten is one of the most popular tourist resorts in Dalmatia (tourism has been developing in an organized way since the sixties) and ranks among the most picturesque small towns on the Adriatic, with a number of typical narrow streets in the old town core on a small, hilly peninsula. On the other small peninsula, north of the centre, are the hotels Slava/Zora and Raduca, while on the southern side is Hotel Marina Lucica and, further to the south, Kremik Marina. Apart from nice beaches in the town and in the vicinity of the hotels, there is also a nudist beach on the island of Smokvica.

Various sports and recreational opportunities include tennis, table tennis, bowling, beach volleyball and yachting. Yachting and diving schools are also provided. Visitors may choose between 50-odd restaurants, taverns, etc. The most famous local speciality is spiny lobster a la Primosten. The discotheque Aurora is the largest one in Dalmatia.