This study is based on an inductive approach where the collected empirical data has been categorized in themes on which we have based the discussion in this paper. Using a qualitative method, nine appropriately selected respondents were questioned with an unstructured interview guide. The transition to a society characterized by interaction has caused a greater part for bilateral communication between consumer and consumer but also between consumer and company. The increased usage and integration on Internet has resulted in so called social media channels. User generated material is published on these media channels which leads to discussions about companies, products and services. The purpose of this thesis is to evaluate how the tourism industry utilizes social media in communication and marketing and to present the effects that come from working with media channels. Companies can no longer ignore the fact that consumers discuss them and their range of products and services through social media online. Companies need to adapt to this change in the way they use communication channels in media, surrender some control and let consumers drive the brand. They also need effectively manage their image in order to build and preserve the brand value and create stronger and better relations with their customers.