The thesis explores the peculiarities of digital marketing of entrepreneurs in tourism through the study of the tourism company Valamar Riviera. The purpose of this thesis is to show the importance of digital marketing as a powerful tool for improving the achievement of the business goals of a tourism company today. In the theoretical part of the thesis, the concepts of marketing, digital marketing, development of digital marketing, and types of digital marketing are defined. A detailed study of the type of digital marketing emphasizes the importance of following new trends in order to easily adapt to the wishes and expectations of consumers. By studying digital marketing in tourism, it is important to define tourism as well and the fact that tourism is also adapting to digitalization. Further through the thesis, the application of marketing in tourism is determined. The practical part of the thesis presents an example of the use of digital marketing in the business of one of the leading tourism companies in Croatia - Valamar Riviera. Valamar Riviera uses all forms of digital marketing and it is setting new trends and innovation in tourism thanks to the established digital department within the company.