This study aims to identify the impact of guerrilla marketing dimensions on enhancing the competitive position of local travel and tourism companies in the city of Samarra. To achieve this objective, seven main dimensions of guerrilla marketing were identified: ambient marketing, ambush marketing, stealth marketing, sensory marketing, viral/buzz marketing, graffiti advertising, and word-of-mouth (WOM) marketing, which represent the independent variables. The competitive position represents the dependent variable of the study. The researchers adopted the descriptive-analytical approach and designed a special questionnaire to measure the research variables after presenting it to a group of professors and experts to ensure its validity and reliability. The value of Cronbach’s Alpha coefficient reached (0.879), indicating a high level of internal consistency. A total of (50) questionnaires were distributed to employees of travel and tourism agencies operating in the city of Samarra, all of which were retrieved and found valid for statistical analysis. Using (SPSS Ver. 26), both descriptive and inferential analyses were conducted, including correlation and simple and multiple linear regression analyses. The results revealed a significant and positive correlation and impact between the dimensions of guerrilla marketing and the competitive position, indicating that adopting these strategies contributes to enhancing the agencies’ ability to compete in the local tourism market. The study concluded with several recommendations, most notably the need to encourage travel and tourism agencies to use creative, low-cost marketing methods, adopt guerrilla marketing strategies that suit the characteristics of the local market, and promote a culture of marketing innovation among management and employees due to its direct impact on improving the agency’s competitive position.