This paper estimates the gravity of bilateral trade in services at an aggregate level. The aim of the paper is to assess the effects of social and economic factors on the export of services. A large part of the trade-in services is directly or indirectly related to the tourism industry; therefore, the results of this research are mainly discussed from the perspective of the tourism industry. To achieve the paper's aim, we estimate the augmented gravity model on a sample of 5,359 trading partners from 2000 to 2018. We evaluate our model using the Poisson Pseudo Maximum Likelihood estimator. We include various fixed-effect dummies in our model to address the endogeneity issues. Our results show that standard gravity variables such as economic size and distance are significant for service trade. From the tourism industry perspective, it can be concluded that trade in tourism services is determined by the similarity in economic size, proximity, and common socio-economic factors such as common first language and shared religious beliefs. In contrast, common colonial history has no significant effects on service trade.