Social media play a significant role both on the demand and on the supply side of tourism allowing destinations to interact directly with visitors via various internet platforms and monitor and react on visitorś opinions and evaluations of services. The paper defines the tourism destinations; characterizes the social media and communications in tourism. It summarizes the main characteristics of social media with implication to destination communication strategy and it deals with changes in visitorś behaviour affecting the destination marketing. The main objective of the paper is to show that strategies aligned with social media can help destinations to remain competitive. Selected best practices of social media campaigns are presented, and key elements of successful social media strategy are identified.