The present study focuses on the importance of innovation in the development of fads and trends. The developed trend screening tool takes into consideration the role of the media, which influences the process of dissemination of innovation significantly. It examined 27 German-language tourism-related professional or association magazines between July 2012 and June 2013. The analysis of 428 articles provides information regarding which innovations were published in the selected journals and whether their evaluation can provide early signs regarding tourism trends. The results demonstrate applicability of the tool within the tourism industry.