Electronic or online or web marketing is the backbone of marketing activities in the contemporary business. Usage of its techniques, tools and services enables optimal fulfillment of all the elements of the marketing sphere. Bearing this in mind, it is important to point out the potential of these activities in tourism as one of the most important economic branches of Croatia, with the proposed doctoral dissertation focusing on urban tourism, concretely, the impact of online marketing on the tourism of the City of Zagreb By analyzing the available literature and previous research we wanted to see how modern techniques and tools of electronic marketing are applied in the urban tourism of the City of Zagreb, especially in its promotional activities. The dissertation provides a systematic and comprehensive overview and analysis of the state of use of electronic marketing techniques and tools in urban tourism in the City of Zagreb with the aim of identifying relevant strategic options for achieving the growth of tourist activity in the City of Zagreb through stronger promotion in the digital environment. Also, an important factor for the development of Zagreb's promotion as a tourist destination is the symbiosis of the Tourist Board of the City of Zagreb with all the stakeholders in the tourist market, which operate in the Zagreb area. Through the use of modern information and communication technology, as a new information infrastructure for the implementation of all communications and in particular marketing activities. We believe it is possible to create preconditions for an even better regional, European and global promotion of Zagreb as an attractive destination for urban tourism on a competitive international market. As consumer habits and consumer behavior are evolving, it is necessary to monitor and adapt to the demands of modern tourists. All the more complex tourist demand for online information and services, especially those based on social networks, video, mobile Internet, mobile applications and influencer marketing, need to be met. Of course, the development of augumented (AR) and virtual reality (VR) as well as the use of artificial intelligence for gathering and analytics of Big Data related to tourists, their sentiment, research of their comments, and new technologies such as recognition based services voice, smart city services, internet of things will affect tourism more and more in the near future.12 The expected scientific contribution of the work will be twofold. The dissertation will provide a systematic and comprehensive review and a critical analysis of the existing knowledge in the area of research on the impact of e-publicity on the branding of the City of Zagreb's destination, since it has been insufficiently explored so far. The theoretical contribution will be an analysis of the management of Zagreb as a tourist destination and the construction of the Zagreb tourist attractions with the emphasis on digital and mobile platforms. Practical contributions will be reflected in defining the guidelines for adapting the existing and developing of the new digital strategy of Zagreb and improving its tourist offer and promotion. The digital presence of the City of Zagreb and Zagreb tourism, and the possibility of applying new digital marketing tools to improve its development will be explored.