Purpose –The research aims to identify the requirements of digital transformation in support of electronic marketing systems, and then to demonstrate the effectiveness of electronic marketing systems for travel and tourism companies. Design/methodology/approach-A descriptive approach was used, through which ambiguity was removed from some concepts related to electronic marketing and its relationship to digital transformation processes, as well as a deductive method was used by field survey to derive the proposed development elements of the e-marketing system by analyzing and arranging the relevance of optimizing the benefits of digital transformation. This is based on a sample of experts and academics in the field of tourism and travel. Findings – The results of this research concluded that the requirements of digital transformation in tourism and travel companies have been proven to support the advanced e-marketing system, and then the e-marketing system will achieve effectiveness in tourism and travel companies in the light of digital transformation processes. The study recommended taking into account the effective determinants of the output of the study model and taking the requirements of the digital transformation in achieving the effectiveness of electronic marketing for travel and tourism companies.