Tourism is a major mover of the world economy and the movement of the population, and a country that has developed tourism gets some recognition in the market. The continuous development of information and communication technologies in the last decade has had a significant role in the development of tourism. The e-tourism concept means the digitization of all processes in the tourism industry. The city of Zadar has a rich tourist offer, from diverse cultural and natural heritage to the many fun activities and a large selection of accommodation, due to which tourists are increasingly visiting and remaining in this destination. People today spend more time on the Internet and therefore the manufacturers of products and/or services turned to this medium in order to attract an increasing number of users of its services. Through viral marketing, organization or destination can provide nearly free promotion of their products and/or services and attract large numbers of new users. The important thing is to have a well thought authentic story that will encourage interest in others so that they they themselves it spread further. In the advertising of tourism products and services on the Internet, we must take into account that they are intangible and that the client can only experience them when he comes to the destination. Therefore, most people like to explore and get all the desired information on the Internet before buying a particular product or service. Advertising on the Internet can be through a website, banners, pop-ups, social media and so on. Internet advertising can be very effective, it is only important to keep track of market trends and to know which specific target groups we want to provide product and/or service and what encourages this group of the purchase so that we can provide them with a relevant message that will show that the provider takes care of the customer's wishes. Tourist destination is the ultimate destination of a journey where tourists can find all of the activities for which they came there for. By advertising on Facebook, if we have completed all of the above, we can very easily reach a large number of new potential customers. One can also reach an even wider audience and achieve greater competitiveness level in the market through advertising on Tripadvisor and collecting good reviews because the majority of people like to explore the destination and impressions of those who had already visited it before deciding on a journey. Today, if the destination wants to stay competitive, it must promote through social media, and the promotion creates certain reputation of the destination on the Internet. Online reputation can be traced and if it becomes negative, it can be detected and reacted to in time. Every tourist destination has its own image, which should be monitored and one should strive for its constant improvement because it can stimulate the interest of tourists who will eventually choose the destination as the objective of their trip.