Congress tourism today is the strongest and fastest growing segment of tourism in the world. Revenues measured in billions of dollars are earned annually. Guided by world trends, Croatia seeks to tailor demand for this type of tourism. In the leading Croatian tourism institutions this need has been recognized, and accordingly „Action plan for the development of congress tourism until 2020”. has been developed by Croatian Institute of Tourism in 2016. It includes all short-term and long-term plans as well as strategic goals in the field of congressional offer development. Consequently, one of the leading tourist groups, Adriatic Luxury Hotels, has recognized a number of benefits stemming from investing in a congressional offer in their hotels and in the last decade has invested nearly one hundred million euros in restructuring and achieving competitiveness in the congress tourism market. SWOT analysis, analysis and deduction methods have concluded that Dubrovnik as a destination has many unused potentials for growth in selective forms of tourism, which would increase the number of business trips, as well as a significant increase in revenues in the ALH group.