Information and communication technology (ICT) developments are permeating every aspect of tourism marketing. This paper proposes a methodological framework, which will enable tourism businesses to develop and implement their electronic marketing and commerce activities. The paper initially reviews the e-business models literature. In the second section ICT implications in marketing and tourism are discussed. Then it presents the e-tourism business models and subsequently proposes a framework contributing to the planning and implementation of e-commerce initiatives. This methodological framework might also be used to analyse electronic applications in tourism. It is suggested that a comprehensive strategic approach could allow travel and tourism businesses to overcome the challenges and exploit the opportunities presented by ICT.