Tourism as a phenomenon unites a complete offer of facilities, services and attractions arranged according to the tourist market and tourists as users of these services. In order to achieve a high level of quality of tourist services, it is essential that business processes take place in accordance with the business vision of the company, i.e. on the basis of cooperation, team work and employee satisfaction, and with the requirements, interests, needs and wishes of the users. Marketing in tourism is presented as the sum of individual marketing activities, which in the best possible way achieve optimal fulfillment of the needs of certain groups of consumers and thus generate income. It is necessary to create and choose such a promotional plot which will in the most efficient way influence groups in the public on which the sale of tourist products and services depends and thus contribute to the creation of the image of a tourist destination. Valamar Riviera can be shown as a good example of a successful tourist company in Croatia, primarily because of continuous investments in the quality and offer of offered hotel products and services, human potentials and the development of talents, the creation of innovative and guest-friendly services and programmes, and the development of digital solutions that further strengthen the brand and image of destinations.