This article aimed to highlight the existence of innovation in tourism based on the international literature. From conceptualization of the research period it was found that definition can be universally valid applied in all sectors of the economy and, equally, in the tertiary sector, where there are tourist services. Coming either from English or French, "innovation" defines both a process and its results. Adapting to the constantly varying wishes of customers, innovation is a key element underpinning the survival and existence of competition in a dynamic environment that is changing radically. Current studies reveal that there are other indirect benefits of innovations such as image enhancement, improved customer loyalty, and ability to attract new ones. In this study, it was paid a special attention to the long-term prospects related to the tourism sector in countries such as Australia, Latin America, Africa, China and emerging markets such as India and Indonesia. This has resulted in tourism expenditure forecast for the period 2013 - 2019 performed using information provided by the Ministry of Business, Innovation and Employment.