THE ROLE OF MARKETING IN THE TOURISM BUSINESS: A STRATEGIC APPROACH TO SUSTAINABLE GROWTH

• Daminova Nilufar Bahrom qizi

  2nd-year graduate student of Tourism (Pilgrimage Tourism) Termiz State University

  Author

Tourism is one of the fastest-growing and most influential industries worldwide, contributing significantly to global GDP, job creation, and cultural exchange. As global competition intensifies and consumer preferences evolve, effective marketing becomes a cornerstone of the tourism business, shaping the success and sustainability of destinations and enterprises alike. This paper explores the strategic importance of marketing in tourism, highlighting key techniques, emerging trends, and their impact on destination branding, customer satisfaction, and economic development. Through current data, case studies, and expert analyses, it emphasizes the growing role of digital marketing, personalized experiences, and sustainable practices in shaping the future of global tourism. The paper also discusses challenges like overtourism and the need for eco-friendly marketing strategies, offering insights into how innovative marketing can foster sustainable growth.

World Travel & Tourism Council (WTTC), 2024

United Nations World Tourism Organization (UNWTO), 2024

Statista, 2024

McKinsey & Company, 2024

HubSpot, 2024

Global Sustainable Tourism Council (GSTC), 2024

Airbnb Experiences, 2024

New Zealand Tiaki Promise, 2024

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