This study investigates the transformative impact of Artificial Intelligence (AI), Virtual Reality (VR), and Augmented Reality (AR) on tourism marketing in Lagos State, Nigeria. Utilizing a mixed-methods approach, the research combines quantitative data from 384 tourists and qualitative insights from 20 tourism marketers and technology providers. The findings demonstrate a significant positive influence of these advanced technologies on tourism marketing effectiveness. AI-driven personalized strategies are identified as the most impactful, with a regression coefficient (B) of 0.640, a t-value of 15.781, and a p-value < 0.001, indicating a highly significant effect. Virtual Reality (VR) also plays a crucial role, with a B value of 0.133, t-value of 3.907, and p-value < 0.001, offering immersive experiences that enhance tourists' decision-making processes. Augmented Reality (AR) contributes significantly by providing interactive and informative content, as reflected by a B value of 0.113, t-value of 3.484, and p-value < 0.01. The regression model used in the study explains 84.8% of the variance in tourism marketing effectiveness (R² = 0.848), underscoring the substantial impact of these technologies. The study concludes that the integration of AI, VR, and AR into tourism marketing strategies can significantly boost the attractiveness and competitiveness of Lagos State's tourism sector. Key recommendations include increasing investment in AI technologies for personalized marketing, developing VR experiences to showcase attractions, utilizing AR in interactive marketing campaigns, and providing training and capacity-building programs for tourism stakeholders. The study emphasizes the importance of these technologies in meeting the evolving demands of modern tourists and enhancing the overall tourist experience.