The tourism sector is constantly evolving and innovation has become a key component for the growth of companies and corporations operating in this dynamic field. While many firms claim to invest in innovation, a crucial question arises: do these initiatives actually represent significant progress or are they simply a marketing strategy? This panel will explore the intricate relationship between innovation and tourism, with a focus on the main role of start-ups. Through the analysis of data provided by the Association's Research Centre, enriched by the direct contribution of entrepreneurs at the forefront in the field of Strategy & Innovation, we will investigate the actual scope of innovative initiatives in the tourism sector to highlight the real opportunities offered by start-ups, the related challenges, and the possibilities of investment in this industry.