Since 1970, technology innovations transformed radically the tourism processes and strategies, essentially with the Internet apparition. Nowadays, E-Tourism systems are well implanted into the Internet, with a lot of offers and online possibilities (reservations, virtual visit, etc.). Nevertheless, with the great evolution of the Internet, users' needs and attends changed too, they are now looking for more personalized and adapted contents. Here is the lack of the most E-Tourism systems, they are not, or a little, user centered. Based both on techniques of the Semantic Web and Adaptive Hypermedia Systems, this paper presents a solution for dynamic adaptation of the offer according to semantic criteria characterizing the Internet, in order to improve customer relationship management. A case study about tourism in the Côte-d'Or department in Burgundy is presented.