The expansion of digital interactions across the pre-travel, during-travel, and post-travel stages has shifted the mechanisms for attracting religious tourists beyond purely traditional approaches, creating a need for integrated physical–digital strategies. Within this context, the present study aims to analyze the role of phygital marketing in attracting religious tourists to the city of Yazd through the design of a hybrid scenario-based simulation model. In terms of purpose, this study is applied in nature and adopts a mixed-methods descriptive-analytical approach. In the qualitative phase, the principal and subdimensions of phygital marketing were identified through semi-structured interviews with 16 academic and executive experts selected via snowball sampling, and the data were analyzed using thematic analysis. In the quantitative phase, data were collected through a questionnaire administered to 31 academic and executive experts in the fields of tourism, marketing, and urban management, selected through purposive and judgmental sampling. The identified factors were prioritized using the fuzzy Delphi method, alternative scenarios were developed through Taguchi design of experiments, and the optimal scenario was subsequently simulated using a hybrid modeling framework integrating system dynamics and agent-based modeling. The findings revealed that phygital marketing in attracting religious tourists is influenced by the interaction between predominantly digital dimensions, including data-driven marketing, content marketing, and personalized marketing, and physical–digital interaction dimensions, including location-based marketing, human-centered marketing, sensory marketing, guerrilla marketing, and segmentation- and targeting-based marketing. Among these, data-driven marketing emerged as the most influential factor in attracting religious tourists. Furthermore, the simulation results demonstrated that the optimal scenario, based on the most effective combination of the identified dimensions, could increase the attraction capacity of religious tourists in Yazd by approximately 96% relative to the baseline condition over the modeled time horizon.