Benefits of creating smart marketing strategies for sustainable tourism development in North Macedonia

Iva Nikoloska; Biljana Petrevska

doi:10.71159/icemit2507N

Authors

Iva Nikoloska PhD student, University St. Kliment Ohridski Bitola, Faculty of Tourism and Hospitality Ohrid, N. Macedonia; Municipality of Ohrid, North Macedonia
Biljana Petrevska Goce Delcev University, Stip, Faculty of Tourism and Business Logistics, N. Macedonia

DOI:

https://doi.org/10.71159/icemit2507N

Keywords:

Sustainable tourism, Smart marketing strategy, Tourism promotion, North Macedonia

Abstract

This paper highlights the benefits of using artificial intelligence (AI) and smart marketing strategies in tourism, with a focus on North Macedonia. Tourism is a key economic sector and a priority in the country’s Smart Specialization Strategy, emphasizing innovation and integration of information and communication technologies. By leveraging AI, big data, and digital marketing, stakeholders can better understand tourist behavior, create personalized campaigns, and promote sustainable tourism. These strategies enhance the competitiveness of North Macedonia’s tourism while supporting environmental sustainability and aligning with the UN Sustainable Development Goals. The research stresses the importance of collaboration among academia, industry, and policymakers to design effective tourism policies. Overall, smart marketing driven by digital transformation fosters a responsible, innovative, and resilient tourism sector that benefits local communities and the broader tourism system.

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