In the thesis, the aim is to identify and analyze contemporary trends in tourism and emphasize the importance of their continuous monitoring and adaptation to them. The dynamic tourism market is characterised by constant changes both on the side of tourism supply and on the side of tourism demand. The survival of entities in the tourism market depends on the ability to adapt the tourist offer to the increasingly demanding tourism demand. The paper presents global trends expected to continue to develop in the future. The emphasis of the work is on the business of travel agencies, which in a dynamic and uncertain environment must continuously adapt to market trends to survive. The features and characteristics of the business of travel agencies are presented in detail, as well as the implementation of changes that have significantly transformed the traditional business models of travel agencies. The aim of this paper is to critically assess the adaptation of travel agencies to these trends, the way of adapting and developing innovative and creative products. The theoretical part of the thesis is supplemented by an analysis of the business and implementation of contemporary trends in the business of the travel agency Bravo putovanja d.o.o. to survive and develop a competitive position in the market. The paper additionally provides a brief overview of the global crisis caused by the COVID-19 pandemic virus, which has practically prevented tourism in the world.