In this thesis the author performed SWOT and TOWS analysis of the KnockOut Travel d.o.o. Some of the highlighted organizations strengths are experienced staff, reputation, sensitivity to trends and existing partners as opposed to identified weaknesses such as workforce quantity and office facilities, while rough competitive market and unstable environment are recognized as threats by the author. Furthermore, in order to gauge possible profit opportunities for KnockOut Travel d.o.o. by expanding its offering, this thesis investigated how students and high school final year attendees as consumers perceive student travelling and student festivals. The study examined how customers make decisions and found that elements like price, travel duration, date of travelling and destination have an impact on the travel agency they choose. This research advances knowledge about target population opinions and preferences on summer student festivals. Accordingly, TOWS strategies that KnockOut Travel agency should pursue were defined by the author. In the SO strategy, the agency should combine its experienced staff and sensitivity to trends as determined strengths to benefit from the opportunity and endeavour to retain current workforce for the long-term period for the strengths-threats approach. The workforce capacity (weakness) requires enhancement, i.e., more workers should be hired, in order for the agency to be able to increase their offering and take advantage of the market opportunity. The suggested WT strategy is to offer further training, development, and education programs for new employees in order to progress their skills, abilities, and capabilities so dangers of severe competition could be diminished by overcoming weaknesses. For KnockOut Travel agency the knowledge acquired will be useful in enhancing user experiences and advancing the business.