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The tourism supply chain aims at satisfying the needs of the tourists based on their preferences. However, the preference of each tourist may be different. Some tourists prefer to optimize a single criterion, while others prefer to optimize conflicting multiple-criteria. The tourism service provider can hardly offer the tourists with the itinerary according to their precise preferences. This paper proposes a multi-objective optimization framework based on which tourists can generate itineraries according to their preferences. A mathematical model is presented, which is multi-objective and NP-hard. Consequently, four meta-heuristic algorithms, namely none-dominated sorting genetic algorithm versions II (NSGA-II) and III (NSGA-III), multi objective grey wolf optimization, and multi objective imperialist competitive algorithm are developed. The proposed method helps the tourists to compare different combinations of activities and …