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The paper discusses current trends affecting customer behaviour in order to briefly summarize what aspects affect clients when making purchasing decisions in the current turbulent times. Most attention is focused on the instruments that contribute most effectively to the success of sales of either new or existing tourism products. The contribution includes, among other things, graphically illustrated models with trends in popularity of individual forms of online marketing, examples of customer behaviour when buying tourist products and, last but not least, recommendations for companies, including an emphasis on sustainable development. In particular, secondary data from publicly available sources were used.