The town of Novalja is the second most important place on the island of Pag and gradually takes over the status of the main tourist center of the island. It lies 26 km north of Pag. It is more modern and very popular among tourists. Novalja offers visitors a rich nightlife taking place especially on the beach of Zrce. It was proclaimed not only among young Croats, but also among foreign tourists, who earned the name "Croatian Ibiza".

You will also find many shops, bakeries, a marketplace and a museum reminiscent of the history of the city. On the coastal promenade there are many souvenir stalls and attractions for children during the summer months.

Beaches in Novalja are pebbly. There are several beaches in the town of Novalja, most of which are artificially built beaches.

The most beautiful beaches are accessible by car from Novalja. It is the sandy beach of Caska and the pebble beach of Zrće. Zrće beach is the center of entertainment for the whole island of Pag. You will find a water ski and wakeboarding trainer, bungee jumping, scooter rental, and night music clubs on Zrće beach. Both beaches are about 3 km from Novalja.

Visitors with small children enjoy the sandy beach of Planjka in neighboring Old Novalja, 2 km away. From Novalja you can take excursions to the surrounding islands: Rab, Olib and Silba, Lošinj, but also to the Kornati National Park.