Digital technologies have been increasingly adopted by the tourism industry. This article is aimed to systematically review the scientific literature so as to answer the question: What are the theoretical aspects of digital marketing related to customer loyalty in the tourism industry? The main literature concepts proposed by different authors are hereby addressed. Digital marketing is considered an object of research in the industry; however, there are few studies that address the impact of its strategies on the loyalty of companies in the tourism industry. The methodology consisted of a systematic review of research indexed in scientific journals, in which the criteria included studies published between 2012 and 2022. The relation between experiential marketing concepts and customer loyalty in the tourism industry is herein identified. Besides, the main finding validates the impact of the digital marketing application on loyalty; the relations are often expressed indirectly between the dimensions of variables treated. This research presents a theoretical framework on digital marketing and customer loyalty relevant to both academics and professionals, as well as suggestions for future research directions.