Tourism is a data rich domain and the tourism industry is one of the core areas where effective use of data analytics can change the way business is done. Tourism businesses have recognized the importance of big data analysis, but they face an incredible volume and variety of data to work with. Although the amount of data available today is increasing exponentially, organizations easily get confused by the complexity of data. Data visualization makes huge amounts of data more accessible and understandable and helps to communicate complex information more accurately and effectively. Therefore, this study attempts to discuss how to utilize user-generated data in the tourism industry by comparing the results of three text analysis tools.