Abstract
This article delves into the intricate realm of ethical considerations in marketing strategies within the tourism and hospitality sector. As the industry grapples with the dual imperatives of profit and social responsibility, we scrutinize key areas such as the portrayal of destinations, cultural sensitivity, and responsible advertising practices. The exploration aims to shed light on how ethical marketing can be a guiding force for sustainable growth, fostering a delicate equilibrium between financial success and the preservation of cultural and environmental integrity.