This book provides a comprehensive overview of marketing for the tourism and hospitality industry. With a focus on the Indian subcontinent, it explores various frameworks and marketing strategies and their application in diverse areas and markets. The volume discusses the dynamics of the tourism and hospitality industries and provides an overview of conventional and non-conventional marketing strategies for better decision-making, service and promotion. It looks at tools and techniques for businesses to understand the customer’s needs, customer-behaviour, building partnerships with other service providers, using digital and social media marketing and using a marketing mix to design an overall marketing strategy which will serve the business’s objectives. With various case studies, the book analyses the essential marketing tenets for the hospitality and tourism industry and the importance of implementing a marketing plan which prioritizes customer relationship. This textbook will be an indispensable resource for students, academics, as well as industry professionals working in tourism, hospitality, travel management, marketing, communication, digital marketing and public relations.