Education has become a key factor and an indispensable part of any business that wants to survive on the market. We witness that we live in a technological era where we are all within reach, where every day new products and services are launched, where the main strength becomes technological innovations. All of these radical changes are happening at incredible speeds. It has become almost impossible to be unique and compete in such an environment. Therefore, economic trends are increasingly based on the acquisition of knowledge, i:e the use of new information, new ideas, the creation of intellectual capital, the acquisition of new abilities and skills. We can define it as a new economy, a “knowledge economy.” To use the maximal potential of a knowledge economy it is necessary to start from the very beginning of planning the education strategy through human resources in enterprises. Through human resource activities, it is important to include the strategy of education. In some basic activities of human resources management are: job analysis, human resource planning, candidate recruitment, selection of human resources, and the development and education of employees themselves. Intellectual capital must have a key role as an intangible asset of a company that increases the value of a company and thus achieves a better market position or greater competitive advantage. The intellectual capital structure contains three essential components, namely human capital, structural capital and relational or consumer capital. For a successful business in a changing, dynamic and uncertain environment it is necessary to constantly create new ideas and new knowledge or develop the concept of lifelong education in companies. It covers formal, nonformal and informal forms of education. In this paper an example of good practice is presented by Valamar Riviera d.d. who have successfully implemented a lifelong learning strategy for the purpose of achieving competitiveness. Valamar offers its employees attractive opportunities for continuous professional advancement and lifelong learning through their development programs such as the Valamar Academy, training and development programs, wine academy, uplifting service, and through intensive collaboration with faculties, numerous hospitality schools, and through student practices