The Tourist Board of the City of Dubrovnik won the Best Stay 2017 award in the category “Best destination for luxury tourism” at the Best Stay conference of the same name, which is being held in Split. In the competition of two more finalists from Opatija and Split, Dubrovnik was awarded as a destination that stands out in luxury tourism with its offer and presentation.It is a Best Stay conference, which focuses on luxury and quality in every aspect of the guest experience in tourism, and brings together experts who last year were about 250. It is an opportunity to get acquainted with the latest trends and share experiences with leaders in tourism. The novelty of this year’s conference is the awarding of prizes in several categories, including the category “Best Luxury Hotel”, “Most Innovative Hotel Design”, “Best Destination for Luxury Tourism” in which Dubrovnik was awarded, then the category “Best ICT solution for hotels” and “Best creating websites for hotels ”.”This valuable recognition to Dubrovnik is a confirmation of the efforts that all stakeholders of Dubrovnik tourism invest in the presentation of Dubrovnik and the effort, but also the love they bring to their work. This is an indicator of how guests and the profession recognize all that makes Dubrovnik and its luxury tourism stand out, and this in turn provides additional motivation for work, development and monitoring of modern trends in the future.”Point out from the Dubrovnik Tourist Board.All recognitions, awards, certificates are as important and relevant as we make them relevant. As in the case of Advent in Zagreb, ie the awards portal European Best Destination. Zagreb took great advantage of the opportunity to additionally position and brand Advent in Zagreb, while Zadar unfortunately failed to “charge” the award as the best European destination.Opportunities are there, make good use of them.