The research aims to develop a conceptual model of e-commerce adoption in tourism enterprises. The paper begins with a literature review identifying the opportunities and competitive advantage for tourism enterprises associated with E-commerce adoption. It then compares current levels of e-commerce adoption for Australia and other nations, noting the under usage in small tourism enterprises. Finally it develops a classification of e-commerce adoption models and proposes a new conceptual model for tourism enterprises in terms of their level of sophistication. The model can be used to facilitate sustainable tourism development for SMTEs in a tourism destination.