Digital marketing is characterized by consumer-oriented marketing, marketing programs and goal-oriented behavior. It consists of a range of digital tools and communication methods, including the Internet, e-mail, databases, mobile devices, etc., all of which are used to achieve the marketing goals of organizations. Despite the common features of traditional marketing, digital marketing enables more direct interaction with consumers through digital media. In the tourism industry, digital marketing plays a significant role in promoting destinations, attractions and travel services to potential customers. In this paper, the author describes the process of planning and implementing a marketing campaign in tourism as a result of the requirements of the modern market. Special attention is paid to the Internet, which has changed the traditional ways of doing business in the tourism industry, but also in other forms of business, and is used as a means of communication, transaction and distribution. As predicted and desired results of this final work, we can mention the analysis procedure and features of digital marketing, as well as the influence of digital marketing in tourism. The goals and objectives of the study are directly related to the defined issue and subject of research. The aim of this paper is to define marketing, digital marketing, discuss the advantages and disadvantages of digital marketing, discuss the use of digital technology in the tourism industry and give examples of companies and organizations in the tourism industry. Its purpose is to explain how organizations in the tourism industry apply digital marketing tools.