To explore recent progress in tourism demand research, we comprehensively survey current studies in the leading tourism and hospitality journals, asking six evaluative questions about the scientific merits of the studies and three explorative questions about emerging areas in the literature. The examination identifies potential flaws and their consequences in the field of tourism demand. A theoretical foundation is recommended for future tourism demand studies with a view to reduce bias in the empirical analysis of tourism demand. Several emerging areas of analysis in the field of tourism demand are recognized and discussed. Our study provides critical insights that will enable future tourism demand research to generate more reliable, impactful information than in the past.