Digital Promotional Tools and Tourism Development: Roles and Challenges in South Wollo Zone, Ethiopia

Despite global expansion in tourism digital marketing, adoption in emerging destinations remains uneven and underexplored. This study examines the roles and challenges of digital promotional tools in supporting tourism development in South Wollo Zone, Ethiopia.  A qualitative descriptive design was employed. Purposive sampling was used to select 24 key informants from tourism offices, hotels, and Kombolcha Airport. Data collected via semi-structured interviews and document analysis were analyzed using thematic analysis. Digital tools significantly enhance destination visibility, brand image, and potential tourist inflows. However, practical contribution remains constrained by low digital awareness, inadequate infrastructure, and weak strategic implementation, highlighting a gap between potential and actual utilization. Digital promotional tools hold substantial promise for destination competitiveness, but realizing their full impact requires strengthening digital capabilities, improving institutional support, and fostering strategic stakeholder collaboration across the region.