Travel agencies, in order to provide more quality and valuable services to their customers, it adapting its products with the personal wishes and needs of its customers. The pre-requisite for production compatible with customers is that the customers is take on the role as co-creators of in production. Customers have a co-creative role by contributing intellectual, physical and behavioral contributions to the different stages of the production process of travel agencies. The participation of the customers in the production phases of the travel agencies enables the tour packages to be flexible and customized in line with the customer preferences, demands and needs. Customized production as a result of increasing interaction between business and customer which is brings about a change in the production structure of travel agencies. This change prepares the transition process from mass and mass individualized production, which is dominant in production, to customized production in agencies. In this study, the role of customers co-creative strategy in customizing touristic products is discussed. For this purpose, a literature review was conducted. The findings show that the customization of services through the participation of customers in production, affects the service outputs that are presented and perceived, and it is an important determinant in the competitiveness and continuousness of the business. Considering the national literature, it is seen that the subject of production in agencies is examined through mass, alternative and special interest tours, and there is no research which can provide theoretical or practical guidance for the travel agencies regarding customized production. The current research is important for closing this remarkable gap and for creating a framework for customized production.