Coverage of the tours and activities sector tends to focus on a number of core elements or subjects.
During 2018, for example, consumer-facing intermediaries captured a lot of the attention due to their decisions to buy software vendors and ramp up their strategies.
Bokun was bought by TripAdvisor for an undisclosed fee and Booking Holdings struck a deal to acquire rival platform FareHarbor.
And then there are the ongoing discussions around the thousands of suppliers and the challenges they face with getting connected to the world of web bookings.
What is rarely mentioned is the role and digital development of tourism organizations - the state-owned bodies charged with attracting travelers to a destination.
In many respects they are seen as pivotal components for showcasing a region, city or country but are not considered as important players when it comes to the distribution and marketing of what visitors can do once they arrive and stay in a location.
Many national tourism groups, boards, destination marketing organizations are, in fact, completely rethinking how they approach what they do and what their role is likely to be in a connected world.
Reinhard Lanner, chief digital officer for the Austrian National Tourist Office, is one such figure at a state level who has to think about such trends and issues.
In this interview, recorded with PhocusWire at the Arival event in Berlin earlier this month, he explains how technologies such as blockchain, data management and others will reshape the role of the tourism office in the future.
He even admits to getting it wrong when brands such as GetYourGuide came along at the turn of the decade.
It's worth a watch to understand how those at the sharp end of a destination are evolving - a position that has an impact on every other part of the travel industry.
How tourism boards tackle the digitalization of activities