The marketing and advertising industry plays a central role in the development of tourism. It enables destinations to stand out in the global market and attract a wider audience. This paper explores how effective marketing strategies, including digital marketing, social media campaigns, influencer marketing and creative advertising campaigns, can significantly increase visitor numbers and contribute to the sustainable development of destinations. In addition, current trends in the marketing industry will be analyzed and the main challenges for tour operators, such as high advertising costs and the need for constant innovation, will be highlighted. Particular attention is paid to the importance of storytelling and personalization to create an emotional connection with tourists, as well as the use of new technologies such as VR and AR, which can further enhance the tourist experience. Finally, the paper provides recommendations for the development of strategies that can improve the competitiveness of tourist destinations in the global market, with an emphasis on sustainability and innovation.