This paper shows content analysis of Facebook page „Croatia Full Of Life“ on three emissive tourist markets – Germany, Italy and United Kingdom. In purpose of better understanding the matter of paper, key terms such as, the role of the Internet and social media in promotions, the role of the social media in tourism, the role of Croatian National Tourist Board and its activity on social networks are defined. Afterwards, selected emissive markets are briefly explained. Goal of the paper was to analyse online communication of Croatian National Tourist Borad, rather communication on official Facebook page „Croatia Full Of Life“ on three selected emissive markets – Germany, Italy and United Kingdom. Themes, as well as the forms, which Croatian National Tourist Board is communicating on selected markets in the periods of pre-season, season and postseason are tested. Content analysis method was used in the research, and the unit of analysis represents one post on mentioned social network. Altogether, 460 units were analyzed, and the conclusions of the paper are following: Croatian National Tourist Borad mostly uses the form of photography with corresponding caption (combination of that form and link which leads to some other page is often as well). Highlighted theme in every analyzed period are naturals beauties of Croatia. South of Croatia is the part which is usually found in the content. Majority of the content is generic, but there is also content intended for specific emissive market.