[eng] The topic of Big Data is gaining more and more attention in several business fields. For the tourism and hospitality industry it offers many opportunities and gathered the interest of researchers. With this study I want to provide an overview about the opportunities of Big Data analysis for companies, organizations and research in the tourism industry. The main focus will be on the explanation of Big Data analysis techniques and how the analysis can contribute to the decision-making process in companies and organizations and help in the development of new business opportunities. This thesis will be finalized with a practical analysis of Big Data collected from social media, aimed to discover new alternative touristic products on the Balearic Islands using geo-tagged Twitter data from 2015 to 2017