ABSTRACT
The main purpose of the study is to present the importance of Big Data (BD) in tourism. A review of the literature was done in which the meaning of BD was defined and indicated. A reference to the tourism industry was also presented in which particular attention was paid to the importance of access to the Internet and social media. The use of BD as an opportunity to make accurate business decisions was introduced. The issues of the importance of information from social networking sites, both tourist-oriented (Booking, Kayak) and those of general importance (Google, Facebook), were discussed, and the possibilities of their use were presented. The enormous opportunities for using BD to create the efficient personalization of the offer for the client were pointed out. Based on the analyses carried out, current trends regarding the use of BD in tourism were indicated.
