This paper explores innovative marketing strategies in the development of tourism services within the context of global digital transformation and increasing international competition. It analyzes key trends such as experiential marketing, digitalization, artificial intelligence, destination branding, sustainability, and smart tourism systems. The study highlights how these approaches enhance tourist satisfaction, improve service quality, and strengthen destination competitiveness. Special attention is given to Uzbekistan’s tourism sector, where policy reforms and digital initiatives are contributing to rapid industry growth. The research is based on recent academic literature, statistical data, and global tourism reports, demonstrating that innovation-driven marketing is essential for sustainable tourism development.