Benefits of Creating Smart Marketing Strategies for Sustainable Tourism Development in North Macedonia

This conceptual paper investigates the benefits of artificial intelligence (AI) and smart marketing strategies in tourism, with a focus on North Macedonia. No original empirical research was carried on; instead, the study offers a contextual framework for understanding how AI, big data, and digital marketing can be used to improve tourism development. Tourism is identified as a key economic sector in the Smart Specialization Strategy of North Macedonia, which places a high priority on innovation and the integration of information and communication technologies. The paper discusses how these technologies provide assistance to the stakeholders to better understand tourist behavior, design personalized marketing campaigns, and promote sustainable tourism practices. It also highlights the importance of collaboration among academia, industry, and policymakers in designing effective tourism policies. By general discussion within the current theoretical and policy contexts, the paper aims to clarify the potential of smart marketing to improve tourism competitiveness of North Macedonia while supporting environmental sustainability and advancing the UN Sustainable Development Goals. At the same time, this framework offers insights into the strategic role of digital transformation in developing a responsible, innovative, and resilient tourism system that benefits both local communities and the broader industry.