Tourism is a dream factory. Destinations are the theatres in which tourism dreams are brought to life, moulded into unifying themes and stage managed as events." Keller, 2005 What are potential sources of growth in tourism? Possible answers include increasing the share of the sector, in particular the ratio of consumer expenses on tourism services and products (1), or increasing the relative market share of a region vis -a vis other regions (2). Moreover the proliferation of ICT in tourism has facilitated the growth of related employment in the ICT sector. The reflection on business models addresses all issues to some degree: the focus on " value propositions" highlights the attractiveness of tourism products to consumers. However, an analysis of the influence of specific value propositions on consumer behavior and more specifically their willingness to allocate an increasing part of their budget to tourism services is beyond the scope of this analysis.As little data are available about the impact of ICT and E-Marketing in tourism, this paper will focus on anecdotal evidence and strategic reasoning.