This research study focused on online marketing and the use of social media by a sample of tourism operators from Dunedin, New Zealand. The aim was to identify the level of online marketing that tourism operators are currently implementing, and to inform improvements in relation to their design and implementation of strategies to enable effective online marketing and use of social media. Data were obtained from tourism operators through face-to-face interviews, online surveys, and Web presence analysis. The research study confirmed that, although they have a Web presence, there is potential for substantially improved use of online marketing and social media to increase awareness of their products and services online.