According to the analysis of the Bureau of Statistics, every tenth person in Croatia works in the tourism sector, while in the coastal region of Dalmatia this number is even higher, and thus we attach even greater importance to the tourism sector in Dalmatia. Exponential growth of competition within cities and alternative tourist destinations in rural areas, frequent shifts of city and parliamentary authorities that regularly require changes in tourism and hospitality, and the recent global health crisis are some of the factors that require careful strategic analysis and planning to secure, and further improve the tourism business sector. This paper will cover the strategic management of the family company Quinn Tiger LLC, using PESTLE and SWOT analysis of the company, and through the model of Porter's five competing forces, present the industrial environment of Quinn Tiger LLC. The mission, vision and marketing plan of the company will also be determined so that we can see the position and potential future of the company on the Dalmatian tourism market. Today, tourism is considered one of the key strategic economic activities in Croatia and a large number of companies in various tourism branches wish to improve their business activities. All around the world family enterprises are main economic subjects. Further, family enterprises have different interests and views of business activities than large companies and corporations. The objective of this paper is to present the selected company, analyze its business activities and find the possibilities for their improvement. The aim of this paper is to use the theoretical part in order to present and clarify the importance of strategic management and illustrate it on a practical example.