This paper deals with the analysis of the promotional activities carried out by the Karlovac Tourist Board over the period of three years with the aim to build up the brand of the City of Karlovac as a tourist destination through the IQM Destination Karlovac Project with the emphasis on digital activities. As a tourist destination, the City of Karlovac has a lot of elements that make it an attractive tourist destination on the tourist market. These elements include conserved nature, good traffic connections, cultural heritage, various manifestations, accommodation and catering facilities. All these elements have enabled the creation of the contents that have been promoted with the aim to build up a brand. On the basis of the data supplied by the Karlovac Tourist Board, digital promotional activities have been analysed. The aim of this paper is to present numerous possibilities and advantages of the implementation of electronic marketing for the purpose of promoting this tourist destination. A comparative analysis of the digital promotional activities carried out over the period of three years has been made. The paper also shows a comparative analysis of the accommodation capacity and the number of visitors and overnight stays in the City of Karlovac.