This paper provides an overview of the topic, highlighting its relevance and defining the specific goals to be achieved. Data sources and collection methods to be used during the research are also considered, ensuring a thorough and methodological approach. The content and structure of the paper are described in detail to give the reader a clear insight into how the presentation of information is organized. The characteristics of cruise companies are studied. The specifics and key activities of these companies are analyzed, giving insight into how they operate and what makes them unique in tourism. The global context is also discussed, with an emphasis on the leading cruise lines and their characteristics. Special attention is paid to the presence and operations of cruise companies in the Republic of Croatia. In the segment on promotional activities, it is explored how cruise lines use different aspects of marketing. The role of price, the importance of products in promotional activities, applied sales strategies, used distribution channels, and different promotional strategies and tools are analyzed. This section provides a comprehensive overview of marketing practices in the cruise industry. Empirical research is the core of the work. Here, the methodology used in the research is described, followed by a detailed analysis and presentation of the results. This segment also considers possible limitations that the research may encounter, ensuring transparency and critical reflection of the research process. The conclusion summarizes the key findings of the work, linking them to the initially set goals and providing clear interpretations and implications of the results. This segment serves as a final point of reflection and synthesis for all previously presented information.