This paper discusses the role and importance of e-marketing in small business, on the example of the travel agency Golden Leaf Tours d.o.o. from Split. The theoretical part defines the basic postulates and characteristics as well as the forms and methods of applying emarketing and its importance for small business. The empirical part of the paper analyzes the manner and forms of e-marketing application in the business of the stated private travel agency. In the current process of globalization, e-marketing has established itself as one of the most comprehensive and affordable forms of promoting products and services, which does not require too much investment and, within a systematic approach to marketing activities, ensures great reach and competitiveness of business content. This is especially important for small businesses because it allows them to attract a large number of potential consumers at very affordable prices or even free of charge, but also a large amount of information about them and their behavior. It also allows for a high level of interactivity that strengthens a company’s relationship with its customers and contributes to building mutual trust, which is the foundation for expanding a company’s reputation and increasing its business. Due to all the above, in the context of the Croatian economy which is largely based on tourism which is extremely suitable for Internet marketing, it is very important to systematically raise small entrepreneurs´ awareness of the importance of e-marketing as well as to educate them in the area.