Abstract Purpose: The study aims to introduce multi-sensory marketing and its patterns. It sheds light on the applications of multi-sensory marketing in the tourism services sector and assesses the effect of multi-sensory marketing on the tourist's behavior as a consumer. Design, methodology, approach: The researcher relied on the descriptive approach "the survey method." The researcher designed and distributed the survey form to the study sample comprising (446) individuals. To determine the extent to which tourism institutions apply multi-sensory marketing mechanisms and their impact on tourist behavior. Findings: The results of the study showed that many tourism projects do not realize the impact of sensory activities and do not effectively use them. The study showed the sense of sight was one of the most stimulating sensory influences on the behavior of the tourist, but that each of the five senses has a special effect in creating a pleasant mood that attracts customers to the product. Therefore, the owners of tourist establishments should open the marketing of their products to more than one sense. However, they should attract all senses, because multi-sensory marketing is the future of advertising and branding for tourist establishments.