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The Indian tourism sector is experiencing a significant transformation influenced by technology, sustainability, and changing consumer expectations. This chapter examines how competency marketing can enhance the industry's competitiveness, particularly in digital transformation, sustainability, and human capital development. Drawing on global tourism leaders, it highlights the use of digital tools like big data, AI, and ML to offer personalized experiences. The chapter underscores sustainability as a marketing competency and the importance of continuous professional development. It advocates for industry-academia partnerships and regional training programs to support mid-career professionals. India is poised to lead in digital tourism marketing by aligning competencies with emerging technologies and sustainability goals. Key performance indicators such as digital literacy and sustainable tourism engagement are proposed to guide the sector's growth over the next decade.
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