This thesis examines the burgeoning field of service exports, with a specific focus on the influencing business in Croatia. As global market evolves, the export of services plays an increasingly pivotal role, especially in economies transitioning towards service-oriented industries. This study explores the foundation aspects of service exports, including definitions, classifications, and the inherent characteristics that distinguish services in international trade. Special attention is given to the influencing business, a sector characterized by activities such as marketing, public relations, and social media management. And it is growing significance in the global marketplace. The research integrates theoretical approaches with qualitative data from interviews with leading influencers in Croatia, providing a detailed portrait of the influencing business as an exportable service. The findings reveal critical insights into the economic benefits and operational challenges of the Croatian service sector, offering a strategic framework for enhancing its efficiency and global reach. The study concludes by suggesting practical measures for stakeholders to effectively enhance the global competitiveness and sustainability of the Croatian service sector.