The impact of digital marketing practices on the performance of tourism companies in Pakistan

research aims to explore the influence of digital marketing on the performance of the tourism sector, focusing on two crucial factors: brand image and customer engagement. The impact of these factors on the performance of the tourism industry is analyzed in this research. The research was done within Pakistan's tourism sector. There are 3 variables in this study where 2 of them, such as customer engagement and brand image are independent and 1 is dependent which is performance. By demonstrating the connection between these three variables. This study aims to contribute to the existing body of knowledge by expanding upon the literature and research methods in the field. The tourism sector in Pakistan has faced various challenges, including limited awareness of its remarkable tourist destinations and a persistently negative perception of the country over the years. This quantitative, explanatory study used questionnaires distributed in universities and residents of Kashmir. The results of this study demonstrated a significant impact of customer engagement