From time immemorial, people have left their domicile and traveled to different destinations driven by different motives. Throughout history, people have traveled for a variety of reasons, such as looking for food, curiosity, fun, and many other reasons. These motives encourage the development of tourism as an economic branch, where the change in demand also changes the supply on the market. Segmentation of the tourist offer enables the destination to create a certain focus on a specific offer and invest in it, thus creating a recognizable image of the destination on the market. Recently, the current market trend is business tourism, more and more countries, ie destinations, are trying to adapt their offer to business tourism, primarily due to high-paying tourists and the shortening of seasonality that characterizes this type of tourism. It is inevitable that the development of business tourism strives for synergy between hotel companies and stakeholders in the destination. These include the development of adequate accommodation and accompanying content needed for quality maintenance of this form of tourism. The cooperation between the city of Poreč and Valamar Riviera has contributed to the development of business tourism in the city of Poreč. The initiative was initiated by the tourist company by adapting the facilities and organizing congresses, fairs, etc. Adaptation includes arranging meeting rooms and congress halls with the organization of accommodation and accompanying content required by such events, such as coffee breaks. The city contributes to such tourism development by co-financing projects such as advertising and marketing campaigns, construction or maintenance of conference and/or meeting rooms, landscaping, procurement of necessary equipment, infrastructure improvements or certain facilities, etc., are ways the city seeks to support tourism company in the promotion and organization of business tourism. The construction of a tourist complex in Pical Riviera is a concrete example of the synergy of all stakeholders in the destination. The City of Poreč and the tourist company Valamar Riviera are an example of good business cooperation that results in the achievement of common goals.