The tourism market is very vulnerable to changes due to the existence of the internet. The observation of buyers’ behavior, including e-readiness, prompts agencies to increase the intensity of their online activity. With this potential, which helps to transform many aspects of the travel experience, the Internet of Things (IoT) enables companies to aggregate and integrate large collections of data from multiple sources and instantly personalize the experiences of tourists. The purpose of this discussion is to explore how we can use new technologies in the form of Internet of Things (IoT) to create personalized offers for tourists. The background to consider is the analysis of the current trends conditioning the use of the Internet of Things in the tourism market, to which authors include phenomena of a general nature: technological and social development and phenomena directly related to tourism: individualization and personalization of offers. The authors hypothesize that the Internet of Things offers huge opportunities in tourism on the supply side, however, tourists do not give up on personalized services. Therefore, one cannot completely give up the contact with the customer. The work is of the reviewed and researched nature. Descriptive and critical analysis methods are also used. In the empirical part, qualitative research was conducted in the form of focused group interviews and quantitative surveys, which included a diagnostic survey using a questionnaire. The research has an exploratory aspect because of the fact that the Internet of Things is still a new issue that needs to be explored more deeply. Survey responses showed that the Internet serves potential tourists to search for travel information and less to book tickets. Researchers also note the shortcomings of spontaneous Internet functions (e.g. the nuisance of “cookies”).