The aim of this work is to show the importance of innovation in tourism with focus on the business of tour operators. Innovations in the modern tourism assume increasing importance. The implementation of innovations lead to a change in business relationships between operators in the tourism market as well as new forms of tourism. Investments in innovations and monitoring of constant changes are becoming a prerequisite for survival in a competitive market. Intermediaries in tourism are among the major offer holders which aims to fully meet the needs of tourists. The needs of modern tourists are very complex while the quality, value for money and an individual approach are becoming a customary practice in tourism. Applications of innovations have led to intercessors as we know them today. Technological innovations and the extensive use of internet are key factors that led to reintermeditation distributors in tourism. Their role has drastically changed. Tour operators have changed the way business is operating and fully focused to the client. Integration on the market, the use of new technologies and flexibility in achieving the tourist desires, led to new forms of packages such as dynamic packages.