With the increase in technological advancement, tourism businesses must implement their marketing strategy in the digital environment. This paper aimed to identify the most salient digital marketing tools within the decision-making process of tourism participants. The source of primary data was a questionnaire survey conducted on a sample of 153 respondents. The results of the questionnaire survey confirmed that digital marketing plays a key role in the decision-making process of tourism participants, with social media and content marketing being the most effective tools, where the most popular types of content are photos, videos, and stories on social networks. The results obtained showed that digital marketing offers tourism businesses effective tools through which they can better communicate with customers, build brand awareness, and increase sales and subsequent revenue, leading to business success, prosperity, and competitiveness.