Tourism is one of the most profitable industries in the world that meets the needs of modern man for the experience. However, tourism involves not only tourists but also the intermediaries who create the tourist product and influence its perceived value. The purpose of the travel intermediaries consists of planning, organizing, sale and implementation of tourist trips, as well as providing all the necessary services in tourist traffic. Travel agents according to the type of work can be tour operators and tour operators and intermediaries in the sale of tourist travel and tourist agencies. Internet changed conventional business methods of the tourism industry including informations, communication and promotion. All this has led to the creation of modern business model of travel agencies and tour operators. In modern conditions of globalization, the fight for competitiveness and loyalty in the market has led to the improvement of business through innovation. Intermediaries in tourism use information technology to develop new tourism products and create innovative packages that will exceed customer expectations. Special emphasis is on the creation of thematic platforms in tourism by identifying the needs of the target market, the development of sustainable tourism products according to market segments and establishment of cooperation with all stakeholders destinations connecting specialized agencies into clusters. Modern business models will enable intermediaries to survive in the market and through smart specialization for Croatia, increase the quality of offers and directly contribute to the valorisation and growth of competitiveness of the Croatian tourism.