Today, visitors use social media before, during and after travels to share, create and discuss content with others. This means that the visitor industry needs to profile themselves on social media to communicate their services toward their visitors. Parallel to this development, a creative tourist class has been emerging. This group demands new experiences that differs from a previous more conventional tourism, which is spreading among the public and is marketed more often on social media. This study analyze how the visitor industry experience the digital visitor and the new creative tourist class in Stockholm Archipelago. The result of the study shows that social media is a tool, which allows the people working in the visitor industry to multitask because they can bring it anywhere. Due to the digital visitors high interactivity online, the visitor industry are being challenged on both resources and knowledge. It is also shows that it makes it possible for smaller businesses to market themselves globally and easily reach their target group in a profitable way.