The subject of this paper is the analysis of the business model of a destination management company specializing in enogastronomic offer of Istria. Several types and ways of analyzing the external environment are explained in the introduction, while emphasis is placed on the importance and need to conduct such analyses in today’s dynamic business world. By applying SWOT analysis to the case of destination management company, the current market situation, the strengths and weaknesses of the destination management company as well as its opportunities and threats were presented. Also, a special SWOT analysis for the market niche targeted by the destination management company was made, all with the purpose of obtaining information for the development of the Business Model Canvas and better recognition of the position of the destination management company in the market. The Business Model Canvas served as basis for analyzing . Each of its elements is described and the relation of the destination management company specializing in the gastronomic offer of Istria to each of these elements is explained. This paper can serve as a starting point for the development of a business plan for a destination management company specializing in enogastronomic offer of Istria, as well as a source of information for travel agencies and various other business entities engaged in tourism and enogastronomy in Istria.