Or should become it. It seems to be clear that modern tourism is not about just going from A to B, it is about exploring and getting new experience, in other words – receiving new cultural code. The origin of this code is museums as the only place keeping authentic cultural and historical heritage. The problem is that museums are not represented on the Internet as well as modern world requires, considering the fact that museum visitor is often a foreign tourist. Why is it so? In most cases it is due to financial factors causing lack of specialists and low salaries. Perhaps, tourist authorities and DMO worldwide could help museums to attract more finance and to fill the gap in knowledge and qualified specialists. Why DMO? Because museums could be an attractor for tourists, especially smart tourists who prefer to explore the destination rather than lying on the beach. May be you could offer the solution of museums’ bad representation on the Internet?