Distribution channels, commonly referred to as “Place” in the marketing mix, represent the pathways through which tourism products and services move from producers to final consumers. In tourism marketing, distribution channels play a crucial role because tourism products are intangible, perishable, and geographically separated from consumers. Unlike physical goods that can be stored or transported, tourism services such as accommodation, transportation, tour packages, and destination experiences must be made accessible to tourists through efficient systems of information, reservation, and delivery. Therefore, distribution channels serve as the link connecting tourism suppliers with potential travelers across local, national, and international markets. In the tourism industry, distribution channels can be defined as the network of organizations, intermediaries, technology platforms, and agents involved in promoting, selling, booking, and delivering tourism services to customers. These channels ensure that tourism products reach the right customer at the right time, place, and price. Tourism suppliers such as hotels, airlines, tour operators, cruise companies, and destination management organizations depend heavily on distribution systems to communicate availability and facilitate purchasing decisions. Tourism distribution channels are broadly categorized into direct and indirect channels. Direct distribution occurs when tourism service providers sell their products directly to tourists without involving intermediaries. This includes bookings made through company websites, mobile applications, call centers, or physical offices. Direct channels allow tourism organizations to maintain control over pricing, branding, and customer relationships while reducing commission costs. With the growth of digital technology, many tourism businesses increasingly rely on direct online booking systems to strengthen customer engagement and gather valuable consumer data. Indirect distribution channels involve intermediaries who act as bridges between suppliers and consumers. Travel agents, tour operators, wholesalers, online travel agencies, and global distribution systems perform this intermediary function. These intermediaries simplify travel planning for customers by combining multiple services such as accommodation, transportation, sightseeing, and insurance into comprehensive travel packages. For tourism suppliers, intermediaries expand market reach, especially in international markets where direct access to consumers may be limited. Travel agents traditionally played a dominant role in tourism distribution by advising travelers, handling reservations, and coordinating travel arrangements. They possess specialized knowledge about destinations and provide personalized services that reduce uncertainty for tourists. Tour operators further strengthen distribution by purchasing tourism services in bulk and packaging them into organized tours. This practice allows economies of scale, making travel more affordable and convenient for consumers while ensuring steady demand