Destination marketing is a strategic process that seeks to promote and position a place (city, region, country or specific area) as an attractive destination for tourists. It involves the planning, implementation and management of marketing activities to highlight the unique attributes of the destination, with the objective of attracting visitors, generating economic income and promoting the sustainable development of tourism.

According to Steven Pike in his book "Destination Marketing: An Integrated Marketing Communication Approach", destination marketing focuses on creating a positive image of the destination, differentiating it from the competition, attracting the right market segments, encouraging loyalty and repeat visits.[1].

Beyond simply promoting a place, destination marketing works to develop a brand that highlights its value proposition and competitive advantage.

Furthermore, the World Tourism Organization (UNWTO) defines destination marketing as: "The set of actions and strategies designed to promote a tourist destination, highlighting its natural, cultural, historical and infrastructure attractions, in order to increase its competitiveness in the global tourism market."

The objective of marketing in tourism may vary depending on the type of company.

Marketing in tourism seeks to generate value for the traveler and for the tourism company, creating lasting and profitable relationships between both. It is a strategic and multidisciplinary discipline that requires great knowledge of techniques and tools that will help us with market research, the design of tourism products, management of distribution channels, advertising, and promotion.

This type of market usually has certain key characteristics for its identification:[1]​.