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Digital travel and booking platforms are challenging and changing the global tourism industry with far-reaching impacts for the entire value chain. The tourism industry adopts digital tools and online activities at a higher pace than most other industries. This is particularly the case in India, a rapidly platformising tourism market. This study sheds light on digital business models and the role of micro-, small- and medium-sized businesses in platformised value chains as they form the backbone of local tourism ‒ both in the formal and informal economy.