The rapid advancement of technology has drastically transformed tourism in Europe, altering how Europeans and visitors plan, book, and experience travel. The COVID-19 pandemic, with its travel restrictions and social distancing measures, further accelerated this trend.
Digital progress presents both opportunities and challenges for European destinations and businesses. Embracing new technologies, leveraging consumer behaviour data, and harnessing AI can facilitate more efficient management of tourism flows and foster sustainability in European destinations.
However, Europe has to accelerate its digitalisation efforts to maintain its competitiveness and meet travellers’ changing demands.
ETC advocates for supporting European destinations and businesses in digitalising tourism services and making travel within and to Europe more seamless and accessible.
Today, working with data remains overwhelming for most organisations, governments and businesses. They face a number of challenges with regards to data access, (re-)use and sharing in a constant and…
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