The success of a tourist destination on the market in the time of advanced technology and high traveller expectations is becoming hard to achieve without a solid Internet presence. Communication and marketing strategies in a Digital era have to satisfy the modern man who wants to be approached in a unique way, and catered to in accordance to his specific needs. Digital tourism campaigns are ideal for promoting tourist destinations and choosing the public who are ideal for the given tourist destination at a given moment. In the same way, social networks users share daily their travel experiences by Internet platforms and become effective promoters of a given tourist destination. Social networks enable placing of information to a specifically targeted group of people at the time most sutable to them and taking into account their profiles. A young, educated person learns fast and easily tracks the development of contemporary information and communication trends so student populations most often choose social networks as their primary medium of information searching. However, young people try to avoid the feeling of being sold to, they prefer to manage their shopping picks themselves. In order to maintain their trust, especially in an electronic environment, it is crucial to be able to communicate with them in the right way. This paper analyses the connection between social networks as contemporary tool of transferring information and the process of decision making in choosing a tourist destination in student population. The research in this paper aims to examine ways of using social networks by student population when choosing a vacation destination. It more specifically looks to decipher differences in the role of social networks in choosing a tourist destination taking age and financial status of examinees into account. Finally it analyses examinees' habits of sharing their vacation experience with other users of social networks. The research has been conducted on a convenience sample of 100 examinees by method of a survey among the student of Specialist professional graduate studies Marketing and communications Zagreb School of Business.