At the beginning of this graduation thesis the service of tourist boat on the river Drava in the city of Osijek was explained in detail, as well as programs that would be offered and analysis of the situation of the target market. The analysis of potential markets covered the main demographic and geographical determinants which in this case represent a certain potential for the introduction of this service. The second part of thesis is mainly about marketing aspects of this service, respectively ways of organizing and implementing marketing are presented in detail. Through the analysis of secondary data from various sources of traditional media (newspaper, TV, radio etc.) it was concluded that the most cost – effective is use of local media with regard to the potential target group of consumers. Most attention was devoted to analysis and research of internet advertising in the service of promoting tourist boat, therefore it was discussed about display advertising, advertising on internet search engines and advertising on social networks. However, in this thesis, is mostly argued about promotional tools, respectively social networks that could be in this case the most used (with regard to efficiency), such as Facebook and Instagram. Also, the reasons for using these social networks are explained, as well as their advantages and ways in which they can help in communicating with potential and existing customers. The potential of introduction of driving tourist boat was examined through questionnaire which included 122 participants who live in the city of Osijek, or were in the city of Osijek, and are familiar with the tourist offer of the city.