In times of digitization, business industries have been heavily influenced by the internet. Tourism sector is no exception as the majority of travelers browse for information online. The days when a simple text-based website was enough for a business to attract customers, are long gone. Also, printed catalogues are losing their grip and cannot compete with modern, sleek websites, armed with interactive multimedia content. A question arises how do all these changes affect the language and whether can we still talk about the specialized language of tourism or has it completely disappeared from online ads. Our aim is to investigate the extralinguistic and linguistic characteristics of online advertisements, published by some of the most successful Croatian and Spanish tour operators. The thesis is that language is losing its central place in online communication, however when it is used, it follows the characteristics of the specialized language of tourism.