When tourists visit a certain destination they purchase the experience as a product. Tourists visiting the destination purchase the mixture of goods, services and ideas, all of which together forms the experience of the visit. The job of advertising is to sell products and services. It is the process of understanding, reaching and persuading people. In order to reach people with their message, advertisers must get to know what moves them both rationally and emotionally. Consumerism has emerged as part of a historical process that has created mass markets, industrialization, and cultural attitudes that ensure that rising incomes are used to purchase an ever-growing output. This advancement in productivity reflected on all industries. Even though the production of technologically advanced products shortened the time necessary to fulfill certain tasks, the time spared could now be invested in other tasks, thus multiplying productivity across the market. Segmentation, as well as advances in communication, brought consumers to power. With every segment of every industry competing fiercely, the modern consumers have the privilege to choose the best of the best in accordance with their needs, desires and purchasing power. Having an insight into decision making process of tourists enables advertisers in tourism to deliver their promotional content in the right time, place and form. Every human has wants and needs. Some are biological and arise from conditions such as hunger, thirst and physical discomfort. Others are psychological which arise from various states of tension such as the need for acknowledgement, belonging and respect. In its most basic form, motivation is the need or desire to do something. Whether that need is biological, social or emotional, motivation is what gets people to act. Emotions play an important role in how we think and behave. Emotion is the integrated response of both body and mind to a stimulus of some sort. Emotions involve physiological arousal, expressive behaviors and conscious experience. It is proven that emotional experience obtained during the non-spoken communication is even more important in interpersonal communication than cognitive persuasion. The level of a person's attention depends on the person's level of involvement. It is concluded that brand choice is likely to be influenced by the emotional content in advertising, especially when the consumer is exposed repeatedly. The Push and Pull factors are motivational variables specifically defined for the decision making process in tourism. The language of tourism often romanticizes and exaggerates when trying to picture the experience of visiting because the experience itself is the biggest benefit that destinations have to offer. Persuasion is the type of communication used in order to make the other side realize your point of view and accept it as its own. The print advertisements analyzed and compared at the end of this paper are used internationally in newspapers, magazines and internet to promote Australia and Croatia to the world. Emotional reactions experienced during the consumption of advertisements are very important because of their positive effects on brand awareness, recall, memory and ultimately, the decision making process of a customer. People tend to memorize or suppress intense emotional experiences. This explains why emotional appeal is very important in advertising.