Tourism is a very dynamic industry where political, economical and social factors could determine the success or failure of a certain destination, service or product. Therefore, having enormous amounts of solid facts could really benefit the industry in making decisions, and predicting patterns as well as outcomes. The Big Data technology creates opportunities for the travel and tourism industry to grow and invent new business models by analysing said data and spotting market opportunities. However, Big Data is still unknown to most travel agencies, furthermore smaller businesses tend to overlook the benefits of it, This huge source of data can provide managers, businesses, organizations, policy makers and researchers with tons of solid and reliable information for decision making.