Today in tourism, it is necessary to keep up with innovations. With the development of technology, both supply and demand in the tourism market are changing. Tour operators must monitor the dynamics of development and the direction of demand development, and keep up with technology developments and introduce them to your offering. Distribution and products are also affected by changes in the market, so we can also see new offers every day, which are becoming more specific and diverse than before the development of technology. By observing the characteristics of the tourism market, changes and adjustments of the travel organizers are observed, business models and general management of the tourism value chain are observed in the new environment of innovation and development of information and communication technologies. New technologies need to be seen as a supportive development factor, as evidenced by the numerous modalities of innovative partnerships and collaborations, or just a change in communication innovation that has rotated organized travel relationships and fostered convergence. Interactivity and sharing experiences through innovation further test the competitiveness of the entities and the readiness to respond to the challenges.