The main goal of this dissertation is to analyse the way in which marketing activities in tourism have changed and which ones are the most successful in today’s world. The general definitions of marketing, tourism and marketing in tourism are presented in this dissertation. An analysis of marketing activities based on the examples of special interest tourism is found at the end of this paper, such as in gastronomic and film tourism, as well as a questionnaire about tourists' habits and effects that are considered with certain marketing tools, such as the Internet, social media, tourist agencies, tourist guides, TV, books and magazines. In this dissertation it is clear that tourism and marketing have changed throughout the years and that marketing activities which used to be successful became secondary ones. Tourism has developed and adjusted to tourists and that has contributed to the development of special interest tourism which exists for almost every wish and interest. Furthermore, an attribute of marketing is its adaptability and its goal is to satisfy consumers, which is achieved in tourism as well. Nevertheless, its adaptability specially stands out in marketing of special interest tourism. However, the most significant change in the last few years, which was also highlighted in the answers to the questionnaire, is the importance of the Internet, social media, web pages of tourist boards and agencies, web pages with customers’ reviews and they have also become the main marketing tools in today’s world.