Social media today is embracing a person's daily routine and it is almost equally present on the private and business front. Its rapid development and advancement, as well as its simplicity and attractiveness, have led to a large number of activities being carried out today, including the process of selecting and informing about the ideal tourist destination. Social media acts like external stimuli that creates a need, it is also a source of information whose data base is growing daily. It effects the consumer's awareness and cognition; social media influences the consumer's decisions about the destination, makes the process of searching, processing and evaluating information and alternatives easier, enables the online purchase of the desired tourist product or service, and ultimately makes an ideal place for consumer’s after-sales behavior. Writing reviews, recommendations, or simply rating a tourism product creates a new source of information that, at the time of its release, becomes high-credibility information that influences potential consumers, and in that way it closes the five-phase sequential decision-making process when deciding about the tourist destination.