THE TRANSFORMATION OF MARKETING'S ROLE IN THE TOURISM INDUSTRY FOR ACHIEVING SUSTAINABLE DEVELOPMENT GOALS

The competitiveness of tourist destinations in the 21st century is directly dependent on the integration of the Sustainable Development Goals (SDGs) into the marketing strategies. Successful marketing of the future must manage demand, cultivate conscious travelers, and create a sustainable ecosystem, evolving from a sales tactic into an ethical philosophy for industry development. This article examines the evolution of marketing from a tool for aggressive demand stimulation to a strategic system of value management aimed at harmonizing economic, environmental, and social objectives.