Transport is an economic activity of the tertiary sector that deals with the transportation of goods and people and the transfer of information from one place to another. A service is something intangible, something that cannot be recovered after delivery ("real time"), it is heterogeneous in nature, and with it, production and consumption occur at the same time - a feature of indivisibility. Considering the above, it is very important that it turns out as such with as few complications as possible, and that the user creates a high perception of the company that provides the service, and that, of course, its repetition occurs. The concept of marketing as such is inevitable for overcoming market challenges and ultimately achieving the primary goal of marketing - satisfying the customer's wishes and needs. It is necessary to carefully select the factors of the marketing mix 7P. Choices naturally require costs for the company corresponding to its activity. The characteristic market segments of air transport are business travel, tourist and private travel. When it comes to the airline company's positioning strategies, the product or service, its quality, the specifics of the offer, the competition, and most importantly the category of users who will use the service or are already using it, are taken into account. Positioning strategies in the air transport market are focused on the way of analyzing the user category so that their needs and desires result in satisfaction. After all, without international organizations, associations and communities for air transport (ICAO, IATA, ECAC and JAA) it would not be an easy task to maintain a "peaceful European and world sky". The aim of this paper is to show the complexity of marketing services in air traffic and all the challenges it encounters. Pula Airport, as an example of a "lion's character" in the continuous struggle in market competition and in a pandemic and post-pandemic situation, is just one of the proofs that nothing is impossible.