We believe that in today’s market, social, and environmental conditions, a fundamentally new approach to strategic marketing management in tourism is required, taking into account not only the demand from customers, but also shaping their needs for a healthy lifestyle, in obtaining versatile knowledge, without causing damage to the environment, but vice versa-improving it. This involves the improvement of methodological approaches to the study of the tourism services market, the expansion and modernization of the marketing mix of travel agencies, as well as the development of conceptual provisions for the formation of integrative marketing models that provide not only an increase in the competitiveness of tourism organizations and investment in this business area, but also the growth of the marketing capital of the territory through the development of related partner industries, solving social problems, including the creation of new jobs, improving the environment, in other words, the co-evolution of nature and society.