Tourism industry has a highly fragmented value chain. There are very different ranges of companies that operate in tourism industry–from very small to large international chains. They serve wide variety of customers–tourists. Tourists are to be considered as one of the most important primary stakeholders when observed from the perspective of companies operating in tourism. However, it can be argued that many of the companies operating in tourism, particularly in Europe, are still too much product-driven and much less customer-oriented. Stronger focus on customers results in superior financial performance. Corporate citizenship is not to be left behind either.

In order to achieve better financial results, managers should take into account tourists’ wants and needs. Following the mentioned, the changing global trends that affect tourists’ behavior mustn’t be neglected because of the strong impact they pose on the tourism sector in general. Competition in tourism remains fiercer than ever and traditional financial reports are no longer disclosing the adequate information. Additional disclosure is needed. Among the information on non-financial metrics, information on tourist satisfaction with destination’s offer is required to rip the financial benefits in tourism. Due to tourism multiplier effect, companies operating in other sectors will get extra benefits.