This report investigates the impact of digital technology on the travel and tourism sector, using TUI as a case study. It explores the benefits of digital technology, such as reduced travel costs, improved communication, and enhanced customer experiences. The research methodology includes a literature review, primary data collection via questionnaires, and thematic analysis. The report identifies challenges faced by the tourism sector due to a lack of technology and analyzes factors influencing consumer behavior in the digital age. Recommendations are provided for TUI to leverage digital technology for increased profitability, including a focus on social media marketing and data protection. The conclusion summarizes the findings, emphasizing the importance of digital adoption for success in the modern tourism landscape.