Abstract :Tourism, given the global turbulent environment, should continuously collect new creative ideas to meet the needs of different consumers and consumers of tourism products. To ensure the loyalty of the users of tourist services, it is necessary to emphasize the growing influence and importance of innovations - as an important factor of competitiveness in the tourist market, both for tourist companies and tourist destinations. The subject of this paper is the application of innovative technology in tourism companies to continuously innovate the tourism offer in all segments of the tourism industry and to achieve a competitive advantage. The aim of this paper is to highlight their role and importance as a driving force in the tourism industry through certain recommendations and analyses regarding the use of innovations, especially information technologies in tourism in Serbia and certain developed countries of Switzerland and Norway. The contribution of the paper is to point out to policy-makers and decision-makers the fact that nowadays it is necessary to constantly develop digital literacy and apply new ideas in modern conditions of tourism business, ie ICT in the business sector. Keywords : Tourism Innovation, Information Technology, Internet, E-Tourism, Competitiveness
