In order for dental trade companies that are not in the border area to attract foreign health tourists, investment in marketing is necessary. The success of the company largely depends on marketing, because it plays a key role in the development of services and increasing its significance on the market. Marketers today focus on attracting consumers by developing awareness of product and service offerings, thereby enabling potential customers to learn about them. In addition to spreading knowledge about the existence of the brand itself, marketing will also prove to be important for retaining existing users. With the development of technology, entrepreneurs are forced to change their old advertising habits and invest more effort and resources in targeted advertising, which is the basis of internet marketing. Internet marketing includes all marketing activities that are carried out via electronic devices or the internet. The basic channels of internet marketing include search engines, social networks, e-mail and websites. Dental tourism attracts foreign service users, which also means that they need to be presented with a simple and quick way to get all the necessary information in one place. Today's average consumer is completely internet literate, and spends more and more of his free time on social networks and on the internet globally. Thus, the means of advertising will naturally follow the new habits of consumers. World trends place increasing emphasis on internet marketing, regardless of the products and services involved. Thus, in this paper, the importance of internet marketing in the new era will be exposed, but also through the conducted research it will determine the importance of internet marketing for the arrival of foreign health tourists, the justification of investing in internet marketing of dental companies that are not in the border area, but also point out that late or global trends in internet advertising in the Republic of Croatia with regard to the global connectivity that the internet provides.