Digital marketing is the practice of promoting goods and services to customers using digital means. Utilizing websites, mobile devices, social media, search engines, and other similar channels is all part of this sort of marketing. In the 1990s, as the internet expanded, digital marketing gained popularity. There is no denying the widespread usage of digital marketing by companies across a wide range of sectors, which has demonstrated its value by helping them generate significantly more leads. Naturally, more leads convert into more business, and more business converts into higher profits. The travel sector has also successfully adapted to the digital environment in order to raise brand awareness and expand its potential consumer base as much as possible. This study focuses on reviewing the previous studies related to the impact of digital marketing on the tourism industry in India. This literature review indicates a consensus among the authors and researchers: what is the impact of digital marketing on the tourism industry in India? There were many gaps in the literature regarding variables of studies, sample size, population, and methods or tools used to study the impact of digital marketing on the tourism industry in India. The importance of digital marketing is growing in the realm of the tourism industry in India. More and more researchers are undertaking studies in the areas of the impact of digital marketing on the tourism industry to understand the importance of digital marketing in the tourism industry and for tourists globally. The purpose of the study is to summarize the different studies related to the impact of digital marketing on the tourism industry in India, and I am sure that it will help with further research in the sector of the tourism industry in India.

KEYWORDS: Digital Marketing, Tourism Industry, India, Literature Review.