Special expansion has got with the emergence of the contemporary time. Today it represents a business concept and a business philosophy that is integrated into all business processes and all units at the level of some organization. Marketing has a directly-determined influence on the business results, as well on the optimization of organization's market performance and enterprise development. In the industry of aviation companies, marketing has some specific characteristics that are the result of the industry specificies and international trends. Successful marketing of such companies monitors international events, events from the environment and the changes of the supply. One of the successful examples is the marketing of Croatia Airlines. This company applies an innovative marketing approach. It recognizes its strengths and weaknesses, makes a continual researches of the international environment, but also the events on the national territory. Due that, this company adapts its own market activities. Fundamental processes within marketing management are accompanied with tourism development in this area, as it is a dominant generator of aconomical progress in Croatia.