Technological Acceleration

The rapid advancement of technology and AI has drastically transformed tourism in Europe, altering how Europeans and visitors plan, book, and experience travel.

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.