Ensuring competitive advantage within the tourism and hospitality industry is directly related to advanced marketing strategies on enhancing customer satisfaction. The aim of the current study is to reveal the current marketing practices in tourism and hospitality, exploring strategies prioritizing customer acquisition, satisfaction, and competitive edge. The study employed search on well-known databases and the literature review revealed that sustainability, technology and innovation, social media and influencer marketing, brand storytelling and community engagement and partnerships are fundamental aspects of success in the tourism industry. Especially, sustainability emerges as a critical concern, with initiatives such as energy conservation and waste management showcasing the industry’s commitment to responsible practices. Technology and innovation play a crucial role in shaping traveler perceptions offering convenience and immersive experiences for customers. Social media and influencer marketing are identified as powerful channels for reaching a wider audience and promoting responsible travel practices. Using stories to showcase the brand’s values and benefits creates emotional connections with customers, making brand messages more memorable and impactful. Additionally, community engagement and partnerships are fundamental to sustainable tourism development. This literature review provides valuable insights related to the investigation into effective marketing strategies within the industry of tourism.