Introduction Families form a significant component of the global tourism industry. Schanzel and Yeoman (2012) assert that families have a significant influence on tourism demand. Nickerson and Jurowski (2000) define family tourism as a form of tourism, which involves the family unit. According to a study conducted by Nickerson and Jurowski (2000), families accounted for 65% of the total domestic trips in the United States. Moreover, family expenditures averaged $1,087 in 1999, which represents a 58% growth compared to the previous year. The study also showed that 31% of the families considered in the study indicated their intention to increase their spending on family vacations in the future. Schanzel and Yeoman (2012, p.2) opine that the ‘growing significance of this market should not be underestimated, despite the prevailing economic climate’. Furthermore, recent research shows that most families are unwilling to forgo consumption of tourism products (Kang, Hsu & Wolfe 2009). Subsequently, firms in the tourism industry must recognise the significance of families and their changing makeup in their pursuit for sustainable growth. Most studies on consumer behaviour have identified children as consumers (Berry 2000). Furthermore, an extensive body of knowledge on the decision-making process within the family have been undertaken. However, researchers in the tourism industry have mainly concentrated on the role of husband and wife in the process of making decisions on holidays. Subsequently, there is a gap with regard to the role of children in the decision making process. This paper offers a literature review on the family market and the power of children in the tourism industry. Furthermore, the paper evaluates the challenges faced by marketers in their quest to maximise their firms’ profitability. Literature review Consumer decision making Consumers engage in a comprehensive decision-making process in their purchasing process. Wang, Hsieh, Yeh, and Tsai (2004) assert that the decision making process is influenced by different factors. One of these factors includes social influence by family, friends, and reference groups. Previous researches have identified family as a critical component of the consumers’ decision-making process. However, most researches have concentrated on the role of husband and wife in purchase decision making. Moreover, findings of most researchers show that husbands and wives make decisions jointly (Wang et al. 2004). Children as influencers Blichfeldt and Pedersen (2010) contend that children constitute a significant proportion of consumers, which marketers should target. This market segment is created as soon as children begin to make requests for products and services. Studies show that the likelihood of children influencing purchase decisions on products that directly affect them is high. Moreover, studies have shown that children are less likely to influence purchase decisions related to products involving high costs and which the entire family consumes. Therefore, parents take the responsibility of making decisions involving high-risk products. Thomson, Liang, and McKee (2007) assert that children have largely been ignored as influencers in the consumption decision-making process. However, this trend has changed lately. Various children TV shows and magazines have reported an increase