The pervasive diffusion of new generation devices like smart phones and tablets along with the widespread use of social networks causes the generation of massive data flows containing heterogeneous information generated at different rates and having different formats. These data are referred as Big Data and require new storage and analysis approaches to be investigated for managing them. In this paper we will describe a system for dealing with massive tourism flows that we exploited for the analysis of tourist behavior in Italy. We defined a framework that exploits a NoSQL approach for data management and map reduce for improving the analysis of the data gathered from different sources.