Current Challenges and Future Perspectives of Tourism Marketing

This article explores the main challenges and future perspectives of tourism marketing in the context of climate change, globalization, and demographic transformations. These factors reshape both demand and supply, requiring the adoption of sustainable and innovation-driven strategies. The paper discusses the vulnerability of mountain and coastal destinations to climate risks, the impact of globalization on overtourism and competitiveness, and the shifting preferences generated by demographic changes. At the same time, it highlights the growing role of the collaborative economy, digitalization, artificial intelligence, blockchain, and immersive technologies in shaping tourist experiences.