This study explores the factors influencing the diffusion of blockchain technology in the tourism industry, focusing on early adopters and innovators. Through semistructured interviews with founders and senior executives of tourism enterprises in the United States and Europe, the research identifies the motivators and drivers, challenges, and barriers to blockchain adoption. The findings suggest that while blockchain offers significant benefits such as cost reduction, improved data ownership, and enhanced business opportunities, it faces challenges like technology maturity, lack of skilled workers, user input requirements, change management issues, monopolies, and perceived benefits. The study also highlights the importance of observability and customer readiness in the diffusion process. Based on these findings, the authors propose a conceptual framework and research agenda to guide the strategic implementation of blockchain technology in tourism to achieve competitive advantage. The study contributes to the literature by providing empirical insights into the current state and potential uses of blockchain in the tourism sector, offering practical implications for practitioners and researchers.This study explores the factors influencing the diffusion of blockchain technology in the tourism industry, focusing on early adopters and innovators. Through semistructured interviews with founders and senior executives of tourism enterprises in the United States and Europe, the research identifies the motivators and drivers, challenges, and barriers to blockchain adoption. The findings suggest that while blockchain offers significant benefits such as cost reduction, improved data ownership, and enhanced business opportunities, it faces challenges like technology maturity, lack of skilled workers, user input requirements, change management issues, monopolies, and perceived benefits. The study also highlights the importance of observability and customer readiness in the diffusion process. Based on these findings, the authors propose a conceptual framework and research agenda to guide the strategic implementation of blockchain technology in tourism to achieve competitive advantage. The study contributes to the literature by providing empirical insights into the current state and potential uses of blockchain in the tourism sector, offering practical implications for practitioners and researchers.