Tourism as phenomenon exists since the time when man was able to secure the conditions for travel. Nowadays, tourism is one of the major income for many countries because it allows people to travel, get to know another culture, the inhabitants of those countries, and allows them to escape from everyday life. Europe has been and remains the most attractive receptive and outbound tourism market. Although, tourism is often considered an economic phonomenon because there is a large amount of cash flow, it is actually much more than that. Through tourism investments, tourist destinations create better quality of service, invest in innovation, invest in employees, improve transport infrastructure and take care of natural and cultural resources. In order to achieve efficiency investment, investment funds need to be used effectively, knowing that the end result can be good or bad. Investments contribute to tourist destination by becoming recognizable in the tourism market, competitive and enabling them to attract as many guests to generate as much revenue as possible. For tourism success also requires employees who contribute their knowledge and skills in tourism development. In addition to the theoretical part, there are three examples of destinations (Rovinj, Madrid and Paris) that seek to improve their tourism offer precisely through investment in tourism. In the last part of the paper, empirical research determines the visibility of new tourism investments on the platforms of cities and DMOs.