Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are focused at developing relationships with potentional consumers as well as at maintaining and improving relationships with active consumers and stakeholders at the market.This paper is dealing with pointing out essential differences between traditional and relationship marketing, as well as analysing fields of activities in which key changes towards need for relationship marketing implementation are taking place and will take place.