This timely and innovative book is a theoretically underpinned yet accessible introduction to entrepreneurship in tourism. The volume takes an intuitive step-by-step approach through entrepreneurship in tourism: it begins with a review of key concepts in entrepreneurship and applies these to tourism; it then tackles the practical elements of the entrepreneurial process in tourism as well as firm growth with a specific focus on entrepreneurial marketing.The final chapters of the book take a more macro perspective at reviewing the place of entrepreneurship in society and how context shapes entrepreneurship in tourism. This second edition has been fully updated to include:A wider restructure of the original text, including the addition of chapters on the context of tourism, the addition of sustainable tourism entrepreneurship in a chapter on social and sustainable tourism entrepreneurship, alongside a chapter on the role of tourism in offering a pathway to empowermentNew content covering key developments in entrepreneurship, including important topics that are only beginning to find their way into tourism literature.This includes themes such as: business models and business model innovation, crowdfunding in tourism, the role of AI and digitalisation in tourism marketing, sustainable tourism entrepreneurship, tourism entrepreneurial ecosystems, and the role of tourism entrepreneurship in supporting empowerment and poverty alleviation.These novel themes co-exist alongside material from the first edition that remains under-researched such as how tourism firms may maintain an entrepreneurial orientation and innovations in tourism employmentUpdated global case studies and examples from industry and academia throughoutEach chapter offers an abstract, learning outcomes and a series of questions to stimulate critical engagement with the material covered.As such, the text offers an invaluable resource to tutors and their students on both undergraduate and postgraduate programmes in tourism, as well as tourism scholars engaging with the dynamic phenomenon of entrepreneurship in tourism.