The document discusses building a big data maturity model for Sri Lanka's tourism industry. It proposes a 5-level model moving from basic enterprise infrastructure to optimized intelligent insights. Level 1 involves siloed data on volumes, velocities and varieties. Level 2 adds semantic connectivity through a linked travel ontology. Level 3 incorporates social layers for collaboration. Level 4 provides intelligent insights. Level 5 optimizes through scaling, tooling and a marketplace to connect users, devices, apps and data. The model is intended to help Sri Lanka's tourism industry better utilize big data.