Introduction Heritage Visitor Attractions (HVAs) comprise the most vital part of the tourism industry. This is because they attract many tourists, and there is a lot of revenue created by the sites (Garrod & Wanhill, 2012). Malta is located at the center of the Mediterranean. The heritage of Malta tourism is dated 7000 years. These pre-historic sites feature amongst the world heritage sites (UNESCO, 2012). Therefore, Malta tourism industry requires much promotion/marketing locally and abroad. In this respect, more attention and efforts have been devoted to the use of media to promote the site. For example, the use of the internet to promote the site has been applied in the recent past. The use of online marketing in heritage visitor/tourist attractions has fuelled enormous growth in the tourism industry (Leask & Yeoman, 2002). Online marketing has become a crucial means for promoting tourists destinations and services. Internet has been enhancing the ways in which consumers make their travel arrangements (Dholakia, Dholakia, Fritz & Mundorf, 2002). The increasing use of the internet by consumers expands the possibility of having information about different products and purchasing of the products, as well. Online social networks have also provided platforms where tourists share experiences about the places they have travelled. The internet is mostly preferred by travelers/visitors because it is easy to access, use, saves time and it is economical. By mid 2012, there were close to about 518,512,109 internet users in Europe which represented 63.5 per cent of the entire European population and 21.6 per cent of the world’s internet users (Miniwatts Marketing Group, 2012). As noted in the Internet World Stats, Germany, Italy, UK, France and Russia were amongst the European countries with large numbers of the internet users (Miniwatts Marketing Group, 2012). On the other hand, the internet is employed to learn the prices of various destinations based on flight and accommodation rates. Malta, a small country in Europe, has a wide range of heritage tourist attractions mostly popular in the world. In addition, it is widely acknowledged for embracing online marketing in its tourism industry. The number of internet users in Malta’s tourism market has been rising each year since 2000 and 2010 recorded 59.2 per cent of the internet users. As portrayed in a survey by Malta’s National Statistics Office (2011) about internet usage in households and enterprises in 2010, 55.8 per cent represented internet users related to travel planning. Hotel accommodation stood third amongst the items commonly sought online by 29.8% which was an increment of 4% compared with the 2009 figure (Malta National Statistics Office 2011). This research will use a deductive approach where both qualitative and quantitative research methods will be used. It will be based on primary as well as secondary data. Primary data will be collected from various selected HVAs through semi-structured interview and quantitative self-completion surveys. The semi-structured interviews will target the management personnel of the selected HVAs. On the other hand, quantitative self-completed surveys will target the visitors. This research will assess online marketing