Digital marketing strategies to increase tourism: a systematic review between 2018 - 2024

Digital marketing has emerged as a key strategic component for tourism promotion, enhancing the visibility of destinations and businesses while increasing visitor flows. However, its impact on tourism growth requires a systematic analysis synthesizing recent evidence. This study aimed to evaluate, through a systematic review, how digital marketing strategies have influenced tourism promotion and development between 2018 and 2024. The PRISMA protocol was applied for the search, selection, and analysis of scientific literature in SCOPUS, Web of Science, and ProQuest. Keywords were derived from the PICOC statement: P ("tourism businesses"), I/E ("digital marketing"), O ("increase in tourism"). Filters included full-text access, document type (article), and language (English and Spanish), yielding 175 initial records. After screening and quality assessment, 30 articles were selected that met the inclusion criteria (peer-reviewed, direct relationship between digital marketing and tourism, 2018 2024 period, full-text access) and exclusion criteria (duplicates, studies outside the tourism sector, other languages). The results indicate that strategies such as social media, Search Engine Optimization (SEO), and content marketing have a significant positive effect on attracting tourists, improving destination perception and competitiveness. The integration of advanced technologies and content personalization emerged as critical success factors. When implemented strategically, digital marketing is confirmed as an essential catalyst for tourism growth.