THE FUTURE OF DIGITAL ADVERTISING IN TOURISM: TRENDS IN PPC, DISPLAY ADS, AND RETARGETING

The tourism industry is undergoing a rapid digital transformation, significantly impacting advertising strategies. This paper examines emerging trends in digital advertising within tourism, focusing on Pay-Per-Click (PPC), display advertising, and retargeting. We analyze the evolution of these strategies, their effectiveness in reaching and converting potential travelers, and predict future developments driven by technological advancements, data privacy concerns, and changing consumer behavior across various international contexts. The research includes a review of the existing literature, an analysis of global market practices, and comparisons of strategies employed in different regions. This article offers insights for tourism marketers seeking to optimize their digital advertising efforts and maintain a competitive edge in a dynamic global market.