In modern tourist trends, the basic motive in choosing tourist travel is attractiveness and quality tourist product. Tourists no longer only assess the quality of services provided, but place emphasis on the experience they gain through complex tourism products. Destination management companies, which base their products on the destination's unique resources and attractions, are in charge of creating complex tourist products. With good cooperation with other stakeholders in tourism, successful business is enabled, which results in the creation of a quality destination, i.e. a complex tourist product. The necessity of traveling from a place of permanent residence to a place of temporary residence, ie a tourist destination, resulted in the need for marketing efforts. This paper presents the optimal ways of using the conditions in which the destination management company operates, and presents the basic instruments of promotion and sales channels on the example of the destination management company Dubrovnik Travel DMC. The right choice and combination of elements of the marketing mix can achieve exceptional results. In this way, the sale has become individual and the most adaptable form of promotion because it can be adapted to each potential tourist.