Marketing is a business concept that can best be expalined by system, which means that there is a connection between individual business activities. This system is based on a consumer as a starting point. In marketing in tourism the effort of marketing activities is focused on tourists. The specificity of marketing in tourism stems from the characteristics of a tourist product that differs from, for example, an industrial product. A tourist product is a complex product and includes services and goods of various activities. The basis of marketing in culture is the establishment of ideas, services and cultural products that are offered or demanded in their specific market, after which the corresponding cultural products are created and distributed, specific goals are set and the ways in which these goals will be achieved are established. Innovations in tourism are more and more developing and improving due to information and communication tehnology that is slowly but surely taking over the merits of global and modern tourism development. Innovation can be understood as a reflection of information and tehnical progress. They closely follow the market and innovations in technology. Innovation gives the company the opportunity to develop in accordance with the needs of the market. In order for companies to grow continuosly generate income and operate successfully they must be innovative and have a desire for change and modernization. Not every innovation is suitable for every company, so it, based on its advantages and disadvantages, must know when, how much and in which innovation to invest time money and knowledge