This article presents a systematic review of all 49 papers published in the top five tourism journals between 2010 and 2020 on discrete choice experiments in tourism research. Discrete choice experiments are used for measuring and predicting individuals' preferences and choices of alternatives and provide quantitative measures of the relative importance of attributes of tourism destinations, products, or services and might include tourists' willingness to pay for various services. Results of the review are presented, and research gaps and challenges are identified and discussed. Future research and methodological approaches to help progress discrete choice experiments in the field of tourism research are proposed. This article launches the Annals of Tourism Research Curated Collection on Discrete Choice Experiments in Tourism.