Tourism distribution is facing new challenges characterised by accelerating innovation cycles, a shift from traditional to digital business models, and ever-deepening technical know-how, which provide organisations with new opportunities to expand their capabilities and become more competitive. We aim to achieve a comprehensive and updated synthesis of current research approaches to innovation in tourism distribution ecosystems and provide proposals for future studies. This is one of the first thematic reviews to concentrate on how the tourism distribution ecosystem can be understood comprehensively through the application of the 6C framework. The study aims to conduct an in-depth review of 53 selected papers obtained from a specific search criterion employed across widespread repositories of Scopus and Web of Science databases, capturing the period from Jan 2001 to August 2023. In business ecosystems, advancements in information and communications technologies have triggered radical innovations in tourism distribution with the emergence of players with new business models. This affects traditional players who must innovate to remain competitive. An organisational analysis shows that new online players lead product innovation, whereas traditional distributors rely more on process innovation. Organisational innovation has emerged as necessary for both.