Destination management organizations are responsible for successful business management and development of tourist destinations. In this process, direct support gives them a marketing plan, written document of the marketing process and related activities. The quality of marketing performance and hence of other related processes, is directly determined by the performance of the organization's destination management within the planning of marketing activities. Some of the examples are Istria and Medimurje County. They show a very different DMOs appearance of their DMOs and due that, the achieve results. The Istrian County Tourist Board is one of the best examples of an innovative approach to planning marketing activities and that result with increasingly successful tourism results. Special attention is paid to the development of the portfolio in accordance with the state of the environment, innovative approach of promoting and tourist's integration in all processes.