Travel agencies as an intermediary between tourist supply and demand are in constant need of change in line with the challenges of the modern age. Since their inception, travel agencies have been changing, improving and innovating tourism processes and the tourism system. In the beginning, their role was exclusively intermediary in a primitive form, but with the changes in social relations, the business of agencies becomes more complex and versatile. By acting through the elements of the promotional network, travel agencies have the opportunity to influence the perception of the destination in public. Advertising, sales promotion, personal sales and public relations are the basic marketing tools that influence the formation of the mental image of the destination. Agencies in business decision-making processes must choose the best marketing strategies for their specific business. Attractiveness and travel agencies form the basis of the emergence, existence and development of a phenomenon called tourism. Attractiveness has a role in attracting visitors, and agencies participate in the realization of merging supply and demand. To boost their own business, agencies have devised marketing mechanisms to develop an attractive destination impression.