Mobile devices have become an indispensable part of our everyday life. The advanced technology of mobile devices provides a large number of advertising possibilities, for example; advertising through location technology, social networks, mobile applications etc. The number of ads that can be adapted to mobile devices is increasing, which leads to the possibility to interact with the user through different forms of ads. With the development of information and communication technologies, e-marketing is increasingly utilized in tourism. Mobile applications are becoming an important tool in the modern marketing of tourist destinations and companies whose activities are related to tourism. It is important to win over new customers and retain the old ones. With the help of mobile marketing, companies have an easier way of finding new and maintaining the loyalty of old customers. High-quality and timely management of mobile marketing contributes to the attraction of new customers, which ultimately leads to an increase in company income. The purpose of this thesis is to point out the importance and possibilities of mobile marketing in tourism. Through the topic theory and the analysis of primary and secondary research data on mobile marketing in tourism, it is concluded that mobile marketing as one of the fastest growing trends has a great impact on this kind of business, and its application becomes necessary for all companies.