As a simulation and preview of the real universe, METAVERSE can be applied to promote the exploration of the real world, while tourism as a way to explore the distant real world is irreplaceable. With the application of 5G, Artificial Intelligence, AR, VR, and other technologies, tourism is no longer traditional. The digital transformation of the tourism industry has become the trend, and self-substitution and immersive and non-delay social experiences are becoming a new consumption choice for tourists. In the era of great changes, the combination of METAVERSE and tourism destination marketing is an important way to promote the development of tourism wisdom. This paper explores the integration of METAVERSE and destination marketing to promote tourism development, especially during the era of great change. This study reveals a model of the values of METAVERSE from a marketing perspective and applies the model in the tourism destination marketing domain. Zhangjiajie scenic attraction, one of China's most famous tourist destinations adopting METAVERSE for its destination marketing, has been studied.