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Novalja is a well-known tourist destination and central port on the island of Pag. It is located in the northwestern part of the island in a beautiful bay that faces the open sea and offers beautiful sunsets.
Novalja was created as a port of the nearby town of Kisse, which sank in the 4th century, destroyed in an earthquake. This is also where the name Novalji comes from - the Latin Novalis means port. The main economic branch is tourism, as this city has the most overnight stays on the island, and the most entertainment, cultural and catering facilities are also located here. Novalja received the status of a city in January 1997, which was the result of the centuries-old wish of the locals. The town includes the following settlements: Novalja, Zubovici, Kustici, Vidalici, Stara Novalja, Metajna, Lun, Potocnica, Gajac and the Caska settlement, which was built on the foundations of the ruined town of Kisse. Gajac is an apartment complex that was built in the eighties of the 20th century. It is located on a small hill on the west coast of the island. The place is 4 kilometers from Novalja, and 2 kilometers from the famous Zrce beach. With more than 3,000 apartments, catering and shopping facilities, Gajac was purpose-built for short or long vacations. The coast is mostly rocky, with the exception of the pebble beach Branicevica, which has a seabed covered with pearl sand.
Traditional specialties such as Pag cheese, Pag lamb and local wine are also available as part of the culinary offer. For centuries Pag cheese was the food of the poor, but today it is a top specialty.