Tourism marketing has undergone rapid transformation with the emergence of digital platforms, data analytics, artificial intelligence, virtual reality, mobile applications, and social media ecosystems. While these technologies offer immense opportunities for personalization, global reach, cost efficiency, and real-time engagement, adopting them in tourism marketing presents several structural, financial, cultural, and operational challenges. Understanding these challenges is essential for designing sustainable and competitive tourism strategies. One of the primary challenges is financial constraint, especially for small and medium-sized tourism enterprises such as local travel agencies, boutique hotels, homestays, and tour operators. Advanced technologies like AI-driven recommendation engines, customer relationship management (CRM) systems, immersive virtual reality tours, and automated marketing platforms require significant initial investment. Beyond installation costs, there are recurring expenses related to software updates, cybersecurity, cloud storage, and digital advertising budgets. Many tourism businesses operate on seasonal revenue cycles, making it difficult to allocate consistent funds for technological upgrades. As a result, the digital divide between large multinational tourism corporations and small local operators continues to widen. Another major challenge is lack of technical expertise and digital literacy. Effective tourism marketing through new technologies requires knowledge of search engine optimization (SEO), social media analytics, content management systems, programmatic advertising, and data interpretation. Many tourism stakeholders, particularly in developing regions, lack trained personnel who can manage digital campaigns strategically. Even when tools are available, improper utilization reduces their effectiveness. For example, a destination may create social media accounts but fail to generate engaging content, respond to customer queries promptly, or analyze performance metrics. The absence of skilled human resources limits the return on technological investments. Resistance to change also acts as a barrier. Traditional tourism marketing relied heavily on print brochures, travel fairs, word-of-mouth promotion, and partnerships with travel agents. Some stakeholders remain comfortable with these conventional methods and are hesitant to shift toward digital platforms. This resistance may stem from fear of technological complexity, uncertainty about outcomes, or concerns about losing personal touch in customer interactions. Tourism, being a service-intensive industry, values human relationships; therefore, some marketers worry that automation and digital interfaces may reduce