Firms productivity is crucially influenced by knowledge spillovers generated either by other firms located nearby or by direct contacts with consumers or by foreign demand in the case of traded products. In this paper we propose a new channel of efficiency-enhancing knowledge diffusion, which can be exploited by local firms to extract relevant information on consumer preferences: direct contacts with tourism flows. Tourists have the peculiar feature of being external consumers, who directly arrive to the destination region and this represents a remarkable advantage for the local enterprises, as the latter can exploit the new information and increase the overall efficiency level of the local economy. More specifically, we examine, within a s...