This research presents the state of the art on the quality approaches in the Tourism Industry. The key literature concepts formulated by authors are herein identified, selected, and analyzed. This work principally focuses on how intelligent organizations look for differentiation in quality and successfully respond to the demands of tourist consumers. The methodology consisted of a systematic review of studies, where the criteria included the most relevant studies published between 1997 and 2022, besides the identification and analysis of research works in articles and journals obtained from repositories. The discussion shows how approaches have evolved over time. Regarding the contributions, they have consolidated as systemic management strategies in the tourism sector. It was concluded that contributions regarding quality have been complementing, looking forward that tourism organizations provide differentiated services in terms of quality, quantity, sustainability, focusing more on processes and goals rather than on the means and, lastly, considering the communication and policies as foundations for an adequate management.