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Comparative Analysis of Marketing Activities of the National Tourism Organizations on Facebook, 7th Conference of the International Association for Tourism Economics (IATE), La Plata, Argentina 2019 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/7322 https://iateconferencelaplata.files.wordpress.com/2019/12/book-of-abstracts-iate-27-12.pdf J. Popesku S. Zlatanov The biggest part of tourism activity takes place within tourism destinations, which are long-established key element of every tourism system model. The importance of appropriate management of tourism destinations is essential in order to develop tourism in a sustainable way. One of the most important parts of the tourism destination management process is tourism destination marketing, which is recognized as the key element of the future development and sustainability of tourism destinations. Marketing activities carried out in a tourism destination have the task of supporting the most important elements of the destination by creating an attractive image of the destination, designing instruments to support that image and promoting the destination image to the target segments of visitors. Within that process, destination marketing organizations play the key role and represent the main vehicle of attracting visitors. Destination marketing organizations operate on many levels, with national tourism organization being the most important one. Digital marketing communication has become the most advanced communication technique and it is gradually taking an increasing role in every successful marketing strategy. Digital media enable one-to-one and group communication, thus national tourism organizations can address a large number of tourists, or the individual ones, depending on their strategy. One of the biggest changes in everyday lives of a large number of people in the world came with the emergence of social media that allow the Internet users to communicate with each other, as well as with numerous companies and organizations. In addition, social media enable users to create and publish various types of content and provide them access to a wealth of information. Social media provide national tourism organizations with a unique opportunity to be in the same place as the potential visitors of the destination, to communicate with them in order to find out their attitudes, desires and needs, to create virtual communities of users interested in the destination and content tailored to the unique needs of each tourist. Facebook, as the most popular social network in the world has established itself as the main platform for national tourism organizations to attract new tourists or establish communication with the former and current ones. Having that in mind, this research presents a survey on the degree of use and quality of digital marketing activities of the National Tourism Organization of Serbia on Facebook by comparing them with the digital marketing activities of the NTOs of the selected comparative set. The survey is a part of a wider research related to the marketing activities of the National Tourism Organization of Serbia on all social media. Quantitative research was selected as the primary method of research with the aim of classification, measurement and analysis of the national tourism organizations’ communication with their target markets on Facebook. The results of the survey can be used to further enhance marketing activities of the National Tourism Organization of Serbia on Facebook, as well as on other social media. conferenceObject 113 113 7th conference of the Inernational Association for Tourism Economics - Book of abstracts