Purpose : The tourism and hospitality sectors are experiencing radical innovation boosted by the advancements in Information and Communication Technologies. Increasingly sophisticated chatbots are introducing novel approaches, re-shaping the dynamics among tourists and service providers, and fostering a remarkable behavioral change in the overall sector. Therefore, the objective of this paper is two-folded: (1) to highlight the academic and industrial standing points with respect to the current chatbots designed/deployed in the tourism sector and (2) to develop a proof-of-concept embodying the most prominent opportunities in the tourism sector. Design/methodology/approach : This work elaborates on the outcomes of a Systematic Literature Review (SLR) and a Focus Group (FG) composed of experts from the tourism industry. Moreover, it presents a proof-of-concept relying on the outcomes obtained from both SLR and FG. Eventually, the proof-of-concept has been tested with experts and practitioners of the tourism sector. Findings : Among the findings elicited by this paper, we can mention the quick evolution of chatbot-based solutions, the need for continuous investments, upskilling, system innovation to tackle the eTourism challenges and the shift toward new dimensions (i.e. tourist-to-tourist-to-chatbot and personalized multi-stakeholder systems). In particular, we focus on the need for chatbot-based activity and thematic aggregation for next-generation tourists and service providers. Originality/value : Both academic- and industrial-centered findings have been structured and discussed to foster the practitioners' future research. Moreover, the proof-of-concept presented in the paper is the first of its kind, which raised considerable interest from both technical and business-planning perspectives.