The development of promotional activity in tourism has been studied through available technological new tools, and the research supports the goals and proposed activities of the "Croatian Tourism Development Strategy until 2020". The network environment and information and communication development of the web pages is the basis for the promotional activity. The proposed measures, which must be continuously implemented in order to be recognizable, are quality checks and improvement of the web pages of the tourist boards system, intensive use of new web tools and redesign of the content of the web pages of the tourist boards in the in terms of information and readability, intensifying social media and tailoring campaign content to web pages. Underpinning the content of the messages, it is important that graphic design relies on the development of network technology, and accordingly on technical, visual and thematic networking tools, in order to offer a new way to select and search for potential tourist destinations. The research hypotheses (H1) was confirmed based on the results of empirical research using an eye tracker and subjective analysis based on a survey. Based on the conclusions, guidance is provided to integrate the proposed technical and visual online tools for tourism development and to achieve strategic goals. The results show that respondents who were offered the visual content of web site samples based on new online tools were rated more accessible, informative and credible when planning and organizing travel. Hypothesis (H2) supports the thesis of the application and optimization of new web tools, which enables an active role of users in self-organizing travel, which was confirmed on the basis of research conducted by the survey and the research using the eye movement monitoring device. Respondents used the content at their own discretion and interest, and the device measured variables: Time to first fixation on selected content, Total fixation duration, Number of fixations, and Visit duration. The study confirmed an inversely proportional relationship between time to first fixation and the other three variables in all samples, total duration of fixation and number of fixations showing statistically significant negative correlation with time to first fixation, while visit duration showed either very poor negative correlation or no correlation. The presence of network tools has a positive impact on the number of fixations and retention time in the sample, reflecting the interest of users, which leads to the conclusion that new network tools affect the construction of visual content and that their presence and design have a positive impact on user experience in accordance with the " Croatian Tourism Development Strategy until 2020".