Accessible Tourism in Global Tourist Destinations and Its Relationship with Sustainable Marketing in the Digital Age

Abstract : The study explores the concept of accessible tourism in the context of global tourist destinations and analyses its relationship with the principles of sustainable marketing in the digital age. The aim of the study is to outline the main challenges and opportunities related to the integration of accessibility as an integral part of sustainable marketing strategies. The analysis examines good practices from different regions, as well as the role of digital technologies and social media in increasing the visibility, engagement and inclusion of tourists with different needs. The study argues for the need for a global approach that unites the ethical, economic and social aspects of tourism in order to create destinations accessible to all. The conclusions drawn emphasise the importance of digital marketing as a tool not only for promoting, but also for the actual implementation of sustainable and inclusive practices in the tourism sector.