Creating an effective marketing strategy for a receptive tourist subject is a prerequisite for a successful positioning on the global emitting tourist market. For this reason, it is highly important to continuously monitor targeted emission markets. The starting point for an efficient marketing strategy is to identify the characteristics, the specifics and the changing needs of the targeted market. In order to achieve consistent management leardership with market orientation, companies need to be concidered as maketing organisation. Marketing activities are described, including the marketing mix elements which are processed through two selected companies. The application of the marketing strategy in hotel business is not only focused on the realization of the set business goals, but also represents the constant stimulation of the improvement and expansion of the offer based on the current trends, as well as the demands of existing and potential clients. The development strategy which the Hotel "Zlatni rat" d.d. conducts implies that the existing capacitieshave not been inceased, but that the quality and utilization is improved, dependable operating costs are reduced and stable prices are maintained, the supply structure is improved, foreign and domestic demand is encouraged on hotel selection, and staff skills and hospitality are promoted. Company "Maistra" d.d. is known as a leading hotel company, which in the future wants to create the perfect experience for its guests and provide top accommodation and personalized service with a smile in Rovinj and Vrsar. A strong investment cycle, with an additional focus on direct sales channels, resulted in rising average prices and a slight prolongation of the season. Until 2020, new investments are planned in order to enable the overall offer to be at the 4 and 5 star level.