Competitiveness means, at least, that your products/services are more desired by your potential clients than your competitor's and that you produce and deliver such products in a profitable and sustainable way. The first thing may happen because your products are cheaper or because you are adding some value your competitors don't. Since changes have occured in transportation sector (decreasing costs - low cost fares)tourism has become a global industry with global competitors that all fight for limited number of tourists. Either competing by means of costs or by creating new products implies to carry out innovation in tourist companies or in destinations. Innovation in touristic sector (and, in general, in services sector) can be attained by means of new services, new clients, new distribution/commercialization, new delivery processes or new infrastructures. All of these may require research in order to choose the right approach from profitability and sustainability perspectives. Science must help to get answers we need to design our business and make it profitable. For example, developing a new service may require to carry out some polls in the countries where our tourists come from in order to understand how to improve final satisfaction of our product. Polls results must be analized, some models generated and tourist interests categorized and understood - this is "science". Also social research may be needed to understand new trends in that countries that complement information gathered by other means. Changing hotels to make them more "green and respectful with regard the environment" (that is, changing the product) means to find solutions to streamline and balance different activities and to implement technological solutions. Since there appears not to be a standarized and out of the box solution for all cases research must be carried out in each situation to choose and size the right implementation.