Digital marketing is modern marketing that provides measurable results, implies consumer orientation, business program development and goal orientation. Tourism is a global business activity, therefore the emergence of digital marketing has strengthened the communication of tourism entities with selected groups on a global level. Digital marketing uses channels and tools such as SMM, SEO, e-mail, content marketing, partner marketing, etc. Digital technologies enable the application of new tools for statistical processing of user data, user information databases are created, and precise market segmentation is enabled as well as monitoring the success of campaigns in real time. In the paper, research was conducted on user experiences related to the application of digital marketing tools in tourism. Based on the knowledge gained during the creation of the work, the proposal for digital marketing communication for the selected tourist agency Promajna Tours is presented in the work.