The paper reviews applications of data mining in tourism, in particular from the perspective of the tourism, tourism intermediaries, and tourism suppliers. Web of science, SCOPUS, and in particular key tourism journals have been searched with the usage of appropriate keywords. Literature searches revealed 88 papers that present applications of data mining in tourism. Keyword and conceptual network analysis were conducted with the usage of Wordl and LaNet-vi tools. Papers from tourism related journals and ICT related journals were analysed separately. In order to detect historic trends, analysis was conducted separately for the two periods before 2005, and since 2006. The conclusion of the paper is that tourism steps on a path to evolve to being both people-driven and data-driven, thus utilizing data mining approach as a leverage towards increased competitiveness and profitability.