This final work is based on the analysis of diversification of products and services of tourist intermediaries. Starting from the historical development of the agencies and their dual role, linking customer claims interpreting his wishes and needs to represent the interest of the tourist offer, offering various types of tourist arrangements. The emphasis is on the diversification resulting from dynamic and contradictory market conditions and market interests. In the definition of diversification, domestic and foreign literature was used. Based on the available literature, the reasons for diversification are presented, such as the ability to place products or services on new markets, and the benefits of the applied management capabilities and the increased market power of a variety of palletised products or services. This paper shows the significance of diversification with regard to the target market and which elements influence the calculation in price definition. Therefore, the types of arrangements were listed and described with regard to travel motivators. This paper deals with a sample of users of tourist agencies in the city of Dubrovnik. The results of the survey indicates the existence of clearly established factors and resources as well as the modified conditions as a prerequisite for the diversification of the tourist offer whose originality is the key for recognition of the destination.