Abstract: The need to attract more customers in a challenging environment highlights the importance of a strong digital presence for tourism businesses. This research aims to present the opportunities that digital presence provides to businesses in the tourism industry. The study reveals that well-planned digital presence supports growth, attracts new customers, increases revenue and creates a positive company image. In-depth interviews with digital marketing experts are conducted regarding the results businesses can achieve with a strong digital presence. Using the good examples of several companies that have favourable digital positioning the publication gives recommendations for building an effective digital presence of tourism businesses.

Key words: digital presence, tourism businesses, digital marketing, digital positioning

Full publication available here: https://www.researchgate.net/publication/389249900