The aim of this study is to evaluate trends in using digital marketing tools in tourism sector of the EU and to assess, which ones are currently more beneficial considering increasing travel services exports. Previous literature review includes studies which often focus on one or several types of digital marketing tools, devices, countries or, conditions, niche types of services or effects on specific segments of tourists. Statistical analysis shows that company websites and social networks are the most widely used instruments. Multimedia content sharing websites and geodata-based targeted advertising grow in popularity. Travel exports of the EU member states grew almost by 50% in 2016-2024. Larger increase in the exports is more likely in countries, which extend their marketing efforts to novel tools, because further increase in using traditional digital tools do not provide a significant positive effect after reaching a saturation point. At the same time, accommodation services providers may benefit the most from targeted paid advertising online. Travel agencies and other tourism intermediaries are recommended to maintain a website with personalised content for clients, blogs and to use social media to exchange views within the enterprise.