In the tourism industry, technology plays a growing role. The overall Internet use has exponentially expanded over the past 15 years, giving way to a prosperous information and trade environment. The new landscape has radically changed how destination tourism strategies operate by growing customer and supplier interaction while creating new selling opportunities. A new market is evolving that is becoming more and more competitive and accessible.

For years, visitors have been subject to high cost barriers. Standard print, television, radio and billboard were the main focus of marketing campaigns. As gatekeepers for destinations attempting to reach the travel market, tour operators and travel agents.

The development of the Internet has led to a new age in tourism marketing, with considerably reduced barriers to entry for the consumers. The cost-effective and efficient extension to traditional means to meet global target markets can be a correct application of new forms of the tourism marketing.

This rapidly developing environment needs, in addition to being in a position to produce successful messaging, an ICT infrastructure which provides fast, consistent access to the global information network. Business models need to be modified in order to better incorporate information flows. New technology and platforms also require expertise in their own technical areas–many of which differ in traditional marketing knowledge. This can put a considerable burden on emerging destination marketing strategies without capital or access to skills.