The art of business is based primarily on recognizing client needs, proactive market activity, and a professional approach to clients that considers culture and social norms. The objective is to reach the mutual goals of clients and the company and provide for the possibility of long-term cooperation. At the point of the initial contact between client and company, the service has to be outstanding. This requires sound familiarity with the client’s language and rules of social conduct in international business relations. When the native speaker attends the meeting with a client, each phase of international business negotiations gets easily realized. The native speaker usually has a good understanding of the social conduct characteristics of a national economy, which certainly eases discomfort on both sides of the negotiation table and helps build trust between business partners. In post-graduate specialist final thesis research has been conducted on factors of successful communication in the international tourism business market, especially on hiring a native speaker as a negotiator, i.e., a salesperson for specific markets. Most significant theoretical frameworks in the communication, marketing, and behaviour of service users have been provided and analysed in this paper to provide a theoretical basis for the researched issue. In an attempt to find answers to defined research questions, the interview method was applied in an example of the selected destination management company, i.e., tour operator. Scientific and professional bibliography of both domestic and foreign authors was used in the writing of this paper. Due to the scarce availability of destination management companies that could provide relevant answers to the raised research questions, the interview was conducted on the example of one of the biggest Croatian tour-operating companies – Uniline d.o.o. from Pula. A qualitative interview provided specific answers to the raised research questions. The paper contributes to marketing theory and practice in the area of exchange in the international business tourism market. Recommendations are provided for international tourism companies, such as destination management companies and tour operators, about improving business results by applying the methodology used in this paper and honouring research results.