Characterization of digital marketing and its key tools in the tourism sector

Introduction: Tourism is the grouping of activities carried out by individuals during their travels and is recognized as one of the economic engines with the greatest potential in the world. Digital marketing has emerged driven by new technologies, the evolution of social media, globalization, increased consumer education, and changing consumption habits. Currently, digital marketing is an essential tool for companies in the tourism sector, seeking greater local, national, and international recognition.Objective: To characterize digital marketing and its main tools in tourism.Methods: A bibliographic review was conducted accessing databases such as Google Scholar and ResearchGate using keywords including digital marketing, tourist services, hotel, social networks, consumers and strategies. Seventeen articles were selected, with more than 70 % published in the last 5 years.Discussion: Technology and innovation have contributed to the emergence of new sales formats in tourist services. Studies have confirmed a significant relationship between digital marketing and brand positioning in tourist services. The main tools are websites, Search Engine Optimization (SEO), Search Engine Marketing (SEM), social networks, and e-mail marketing. These allow optimizing resources, improving interaction with the target audience, and expanding commercial reach.Conclusions: Digital marketing strategies are fundamental for the tourism sector as they increase visibility and improve interaction with customers. The combined and strategic use of these tools effectively reaches the target audience, strengthening promotion, recognition, and competitiveness in the tourism and hotel sector.