The paper will discuss the implementation of the marketing concept for the activities of touroperators. The issues of the essence of marketing orientation and the phase of its development will be presented. Next, the place of touroperators on the tourist market and issues related to the shaping of marketing orientation by tour operators will be indicated. The links of entities in the system of creating marketing orientation on the touroperator market and factors that determine it will be discussed. The methodology and results of research on the level of marketing orientation of touroperators operating in Poland and selected countries of the European Union will be presented. The research was conducted in the second half of 2016 through questionnaire surveys. The research covered 204 touroperators from Poland and 176 from selected European countries. The objective of this study is to present the concept of the marketing orientation of touroperators as well as indicate elements determining the level of market orientation which stem from relationships of a touroperator with other participants of this market.