Tourism is a growing service industry which earns a substantial foreign exchange in many parts of the world. In India, Karnataka is one of the important destinations for the international tourists with its unique and enchanting land abounding in scenic beauty, rich in flora and fauna. It has pomp and pageantry of glorious traditions and marvels of modern engineering and technology. To make the tourism a great success one has to take advantage of the modern technology to full extent. Many countries are promoting tourism and it has become a source of major income for countries like India, Singapore and Malaysia. Tourism is, of course, big industry in most developed countries like the US, the UK, France and Switzerland. Our political and social instability can affect the tourism industry badly. For ex; international tourism in India took a beating after 27/11 attack on hotel The Taj, Mumbai. Tourism industry is one in which there is high competition. The tourism should not only concentrate on promoting and selling packages for foreign tourist but should also induce domestic tourists to use the services. The price of the tourist package is the main criteria for people in India to consider making a trip. Tourists can be divided based on their socio-economical status, geographic differences,demographics and psychographics. The marketing mix elements of tourism industry help in creating an image of the tourist destination, building awareness of the services.This paper discusses services marketing mix concepts, its application in promoting Karnataka tourism and also made an attempt to market tourism by adapting the service marketing approach for achieving great success.