The tourist market represents the full set and interdependence of all regular contacts between the market subject, between supply and demand. Touristic demand implies the amount and value of tourist services and goods demanded on the tourist market while tourist offer represents the amount of goods and services that tourists are willing to obtain at a certain price under certain conditions. The use of marketing in tourism is very important to the entire business of the company, and it implies the use of marketing activities undertaken by all producers who are in any way tied to the sale of their products on the tourist market. The use of marketing in tourism is closely related to the specifics of tourism market relations, the specifics of tourist goods and services, and the specifics of tourists as consumers and their behav-ior on the tourist market. The enterprise marketing organization implies the relationship between marketing and other business activities in the enterprise so that the company can achieve its business goals in a more efficient way. The role of marketing in a tourism company Valamar Riviera is of great significance to the business of the company alone. Mutual communication between all departments of the organization and hence common tasks and results are of utmost importance and are the foundation of the company's success. The underlying task of the marketing department in the company is the market research and to devise marketing activities to promote the programs of other company departments with which the marketing department is in close contact. For this reason, the company Valamar Riviera takes an active role in the development of destinations through strategic projects and the interconnection of marketing departments with other affiliated departments which in that mutually connected way create a solid foundation for successful business operations.