The project investigates the role of digital media (i.e. new internet information channels, such as Twitter, Flickr, Facebook, etc.) and their influence on tourist decisions. Influencing factors, which have not entered tourism statistics and market analyses up to now, will be identified by analysing new information channels. They form the basis for an evaluation of new possibilities for optimizing the use of information to attract tourists (e.g. by targeted enhancement of booking platforms). Information fluxes of selected tourism marketing campaigns (e.g. flagship projects, events and packages) are analysed for selected information channels to identify their scope for influencing tourist decisions. In addition to known factors (e.g. price differences between source countries and destination countries) new influencing factors derived from new channels are analysed with semi-automated information extraction tools (e.g. natural language processing) and through semantic analysis of social media networks. This information is used to design a knowledge model (probabilistic graphical model) which may serve as a prototype for the development of scenarios that will offer various courses of action for tourism entrepreneurs and help to understand better how tourist choose their holidays.