The paper explores tourism challenges and potential of the Semantic Web from a theoretical and industry perspective. It first examines tourism business networks and explores a main theme of network interoperability - data standards- followed by technology deficiencies of Web 1.0 and 2.0 and Semantic Web solutions. It then explicates Semantic opportunities and challenges for tourism, including an industry perspective through a qualitative approach. Industry leaders considered that the new Web era was imminent and heralded benefits for supply and demand side interoperability, although management and technical challenges could impede progress and delay realisation
