In order to determine the economic meaning of the improvement of nautical tourism it is necessary to determine the effect that will be produced by this improvement, which is why it is necessary to measure business performance. Business performance is a indicator of the successful operation of a company in its environment. Company that was selected is ACI d.d., one of the leading companies in the field of nautical tourism. SWOT analysis of company ACI d.d. showed that it is necessary to implement a mini-mini strategy according to which the expressed weaknesses that operate in an unfavorable environment should be mitigated or neutralized in order to minimize adverse impacts from the environment. The analysis of business indicators showed that the company is liquid, not indebted, that revenues are significantly higher than expenses and that the company returns the invested capital, but that the company does not use its resources efficiently (although it uses them more efficiently than in 2008). Physical business indicators showed that in 2018 there was a significant increase in the use of monthly connection services compared to 2008, which is a result of the trend of using monthly connection services that has prevailed in the past few years. Strategic business guidelines of ACI d.d. include continuous investment in raising service quality standards, modernization and expansion of accommodation capacities of existing marinas, expanding the range of services offered to boaters and business diversification in the development of new services and development of existing services to reduce dependence on basic services and thus reduce dependence on the movement of the nautical tourism market.