The purpose of this study is to examine the impact of business intelligence and big data on tourism in Europe. Surveying a sample of 500 tourism professionals from a range of tourism sectors, including hotels, travel agencies, tour operators, and destination management organizations (DMOs) over a two-month period, the study found that the implementation of business intelligence and big data is associated with an increase in revenue, a higher level of customer satisfaction, and improved decision-making processes. Recommendations for practice and future research are then proffered.