Towards a Data-Driven Smart, Resilient and Sustainable Tourism Ecosystem in Europe
The recent yet unprecedented development and deployment of leading-edge ICTs—including Artificial Intelligence (AI), shared Data Spaces, and predictive analytics— has been reshaping the global tourism sector to a large extent.
On one hand, digitisation and a data-driven approach hold extraordinary potential to optimise destination management, improve sector resilience, and design personalised traveler experiences. As highlighted in recent communications on the EU tourism strategy, ensuring Europe’s competitiveness, resilience, and sustainability requires moving decisively toward a unified, data-driven approach. Today, many excellent initiatives exist across the sector, but their current dispersion limits their collective impact.
On the other hand, we face the challenge of fragmentation. To bridge this gap, it is imperative to build strategic alliances and deliver concrete, data-backed projects fully aligned with the latest Council conclusions and with the new European Strategy for Sustainable Tourism. The true challenge lies in coordinating these dispersed efforts to create an interoperable and efficient ecosystem.
This session investigates the evolving relationship between data technology and tourism, identifies emerging trends, and discusses what is needed to harness the benefits of digital transformation while ensuring a green, fair, and competitive transition for all European destinations.
Structure
Duration 90 min
Welcome and introduction: Dolores Ordóñez (10 min)
Round table:
• Misa Labarile, Policy Officer, DG MOVE
• Dolores Ordóñez, Director AnySolution, DEPLOYTOUR Coordinator
• André Tomé, Turismo de Portugal
• Julia, Palma, EU Affairs Senior Manager, CeADAR
• Orla Canavan, Fáilte Ireland
Moderator: Antonis Ramfos
Mentimeter: Nuno António
Q&A with audience (15 min)
Session leads
Dolores Ordóñez, AnySolution
Antonis Ramfos, ATC
Nuno António, NOVAIMS
