The present conceptual paper considers the challenge of agility - as an approach for flexibility and adaptability in times of disruption and crises – in the field of tourism marketing and from the tourists’ perspective. The aim is to suggest a framework for designing and implementing the approach of agile marketing in the field of tourism experiences by focusing on tourist consumer. The approach is based on two models, i.e., the concept of tourism experience analysed in terms of the model of customer journey/travel life cycle and the 8Ps model for integrated services marketing strategies. The main underlying idea is that the agile marketing approach is regarded as a methodology linking in an efficient, effective, adaptable and flexible manner, as well as a quick response and adaptation to the tourist consumer markets (requirements and expectations) by the key tourism actors (tourism destinations and suppliers), in implementing suitable and adequate tools. The main focus being on the tourists, that is the reason why the proposed framework is named tourist-driven marketing agility.