In the past, businesses have used traditional marketing strategies to easily reach large audiences when promoting their products. However, considering the changes in consumer lifestyles, desires, and needs in recent years, marketing products through traditional methods has become increasingly difficult and costly. As a result, businesses have begun to adopt new marketing strategies to differentiate their products from those of their competitors. One of these strategies is experiential marketing. Experiential marketing engages all of the consumer's senses, involving them in the product's story and the brand's values. Through this approach, businesses increase brand loyalty and customer satisfaction. Experiential marketing is actively used in many sectors. One sector where experiential marketing is applied is the tourism industry. In the tourism sector, businesses aim to build emotional connections with consumers by offering different experiences that provide unforgettable memories for their guests. This book chapter discusses experience, experiential marketing, the characteristics of experiential marketing, and the differences between experiential marketing and traditional marketing. In addition, it evaluates sectors where experiential marketing is used, with a particular focus on examples specific to the tourism industry.