The paper focuses on the newness characteristic of realized innovations and their adoption in tourism firms. For that purpose it investigates three research problems: (i) measurement of newness level and adoption of tourism innovations; (ii) definition of tourism innovations taxonomy (needed for the measurement); and (iii) statistical analysis of innovations’ adoption in tourism destinations (result of the measurement). The main aim of the research was to develop and validate the tool used for such measurements. The tool should help researchers and managers in tracking and benchmarking how innovative tourism firms are. Copyright © 2012 John Wiley & Sons, Ltd.