We live in a world of rapid change and continuous innovation. As in the business world in general and in the marketing business, the need for innovative marketing solutions is constant. Digitization is all around us, and it is difficult to imagine life as it once was. Well, except for the advanced technology, innovation can pull the roots from the old way of life. Innovations in tourism have been constantly evolving, from the first package deals to the first agencies, from underwater hotels to tree houses, etc. Marketing innovations in tourism are mostly related to technological and IT achievements. It is common knowledge that the marketing innovations that have most influenced the development of tourism relate to digital innovative solutions. Marketing is a much broader concept, and in this paper, in addition to the studied professional and other literature, the most applied innovative marketing solutions will be singled out and it will be presented through examples in practice.