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Tourism in the Alto Mayo region is a key driver of economic and cultural development, but its sustainability depends on travel agencies' ability to integrate marketing strategies with sound sales management practices. These organizations face a landscape where digitalization, increasing competition, and the need to build customer loyalty demand more coordinated strategic decisions. The objective of this study was to analyze the relationship between marketing strategies and sales management in travel agencies in Moyobamba and Rioja, in order to identify their impact on business performance and the competitiveness of the destination. The research employed non-experimental, cross-sectional, and correlational design. A structured questionnaire was administered to all active agencies in the area, considering the expanded marketing mix as the primary variable and sales management as the secondary variable. The data were processed using statistical tools (Pearson correlation) that allowed for the examination of associations and the measurement of the strength of the relationships. The results confirmed the normality of the data, with significance values ??exceeding the critical level of 0.05 for both variables (marketing and sales). Significant correlations were also found, particularly between the dimensions of promotion, processes, and after-sales management, demonstrating that these practices strengthen customer acquisition and retention. However, weaknesses were identified in technological integration and service innovation, which limits the consolidation of sustainable competitive advantages. It is concluded that the competitiveness of travel agencies depends less on isolated actions than on strategic coherence between marketing and sales, an essential condition for sustainable, market-oriented tourism in the Amazon.
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