Abstract
Abstract: The advent of advanced information and communication technologies has brought a paradigm shift in the approach to marketing activities and audience outreach. In modern times, digital media has evolved into an all-encompassing force that has become an integral part of our daily lives. The travel and tourism industry has embraced the potential of new digital platforms as they rely heavily on information and communication technologies for promotional activities, sales, and customer relationship management. When deciding on a travel destination, tourists primarily rely on information from digital sources. Therefore, the tourism industry has never felt the need for digital marketing more than it does now, with customers having instant access to a plethora of information on the latest deals and competitive pricing at the click of a mouse. This paper aims to outline the role and potential of digital marketing in the travel and tourism industry in the contemporary world.
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