As a result of the active development of tourism in the world, an increasing number of destinations have become available for tourists. At the same time, due to the growing competition, the individuality of special places of recreation sharply decreases. In the face of global competition, when tourist destinations become easily replaceable, destination controls are included in this battle for the attention and resources of tourists. The destination is a complex product, and it is necessary to engage in marketing with the same efforts as enterprises are marketing their goods and services. Due to global digitalization, Internet marketing has long become an integral part of any effective marketing campaign. Determining the goals, methods for achieving them and choosing the right Internet marketing tools are one of the main steps on the path of promoting tourist destinations. Creating an ideal digital marketing strategy is based on the use of a specific set of digital promotion tools. Along with the classic tools, such as website, e-mail marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, rapidly gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, video and audio content.