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The aim of this paper is to point out to a growing trend of interests of modern tourists for various forms of thematic tourism, as a response to the tendency of uniformity of consumers' lifestyle, which globalization has brought. Thanks to their central place in the tourism system and their expertise, tour operators play a key role in the creation of new programs, 'tailored' to the taste of modern tourists. For that purpose, a number of theoretical assumptions and examples from practice have been analyzed and the method of understanding cause-and-effect relationships is used, in order to examine the role of tour operators in application of new thematic programs. The need to emphasize the special customers' requirements regarding travel services creates an additional problem to tour operators. It indicates the trend of individual trips, which requires a change in choice of markets and product differentiation. The research findings suggest the conclusion that tour operators need to adapt their business strategies to new market conditions, using advantages of information technology in designing diverse thematic programs, which will enable tourists to perceive other local values and express their individuality looking for authentic experiences

Thematic tourism as an important segment in the business of modern tour operators