Globalization and the recent Covid-19 pandemic affected the operations of many companies, which ultimately affected business tourism. In order to ensure a quality tourist offer in the future, it is necessary to analyze the business tourism market. Given that most business tourism research deals with the perspective of business event organizers, it is also necessary to analyze tourist demand, that is, the preferences of the end users of business tourism services, namely business tourists. Therefore, this research aimed to examine the preferences of business tourists in Croatia in order to determine the future direction of business tourism and create an offer accordingly. Research has shown the rise of hybrid events, events that can be attended live and online. The research also showed that business tourists will pay more attention to the determinants of ecologically sustainable tourism in the future than they did before, and it was also shown that the majority of business tourists in the future will prefer to extend their business trip for private purposes if it is possible for them to do so. One of the assumptions was that millennials would pay more attention to participation in business events, but it turned out that regardless of generation, the majority of business tourists will pay more attention to participation in business events in the future. In accordance with the above, the foundation is laid for planning or further research of business tourism with the aim of achieving the highest possible success.