The paper deals with topics related to digitalization and the impact of digitalization itself on tourism and tourist demand in the city of Zagreb. The aim of the work was to determine the impact of digitization on operational processes related to the organization of travel, as well as the impact of the Internet, influencers and social networks on the choice of travel. Empirical research was conducted through a questionnaire. The research came to the conclusion that the Internet, social networks and influencers play a significant role in tourists' choice of travel. The introduction of digital processes in the tourism business greatly facilitated the choice and planning of trips. Contracting and paying for arrangements and services is carried out by the majority of respondents from home. The research established that digitization has an indirect impact on the branding of the destination itself, and the creation of the image among travelers. Tourists' opinion about the destination and the service has become the basis for planning marketing activities. The research found that a large number of interviewed respondents use tourist applications as guidelines, but there is also room for improvement in the form of education of respondents in order to increase the number of people who use digitalization in tourism. The research confirmed that digitization offers people improved service, comfort and added value to the service.