Tourism is in fact one of the sectors that has been most influenced by the digital era, setting new standards of innovation. Digitalization has transformed the decision-making process of travelers and, as a consequence, new paradigms are designed in the field of tourism marketing, increasing new opportunities and challenges for the sector. It is urgent to reflect, to explore new tools and new thoughts so that the innovation could be the mirror of the benefits that we all aspire, tourists and stakeholders of the tourism sector.

Taking into consideration and quickly adjusting to consumers’ preferences and behaviors is clearly the nowadays challenge in the tourism sector, and it is important to discuss what influence the digital world has and will have in this sphere.