Apostolos Tzitzikostas, European Commissioner with tourism in his portfolio, outlined a forward-looking vision for the tourism sector in a keynote speech at the European Travel Tech Summit held in the European Parliament. He emphasized the importance of technology and data in transforming tourism management and supporting small and medium-sized enterprises (SMEs), which form the backbone of European tourism.
Digital Transformation in Tourism Commissioner Tzitzikostas highlighted that tourism in Europe has seen remarkable growth, with over 3 billion nights spent by travelers in 2024, supported by more than 3 million small businesses and 20 million employees. However, challenges like fragmented governance, skills shortages, overtourism in popular areas, and underperformance of lesser-known destinations remain. He underlined the role of Destination Management Organisations (DMOs) who face new demands to become data experts amid their existing sustainability and marketing responsibilities. Digital tools, according to Tzitzikostas, are vital to managing visitor flows, enhancing accessibility, and promoting inclusive, sustainable tourism.
The European Strategy for Tourism The Commissioner announced progressing towards a holistic smart-tourism concept with a European Strategy for Tourism to be presented in Spring 2026. This strategy aims to facilitate access to usable, trustworthy, and interoperable data, bolster digital skills particularly among SMEs, and promote responsible use of artificial intelligence (AI) in tourism. He stressed the need for better coordination across regions and sectors to avoid fragmented efforts and promote scalable, transferable solutions.
European Tourism Data Space A key concrete proposal is the creation of a European Tourism Data Space designed to aggregate and share data among destinations, SMEs, authorities, platforms, researchers, and communities. This shared data infrastructure is expected to support proactive destination management, enhance transparency, and foster collaboration across the fragmented tourism sector.
Stakeholder Impact The proposed Data Space offers opportunities for SMEs to compete more effectively in the digital marketplace by leveraging data insights. Public authorities and DMOs could improve resource planning and tackle overtourism through data-driven decision-making. Digital platforms might face new obligations for data sharing, potentially increasing operational complexity but also improving trust and competitiveness. European travelers could benefit from improved service quality and more sustainable tourism choices.
Additionally, Tzitzikostas highlighted the introduction of a voluntary Code of Conduct for online reviews and ratings in tourism accommodation, aiming to strengthen trust between guests, hosts, and digital platforms. This initiative could raise industry standards yet relies heavily on broad participation and genuine engagement from all involved.
The Commissioner's vision signals a measured increase in EU-level coordination and data governance within the tourism sector, aiming to blend innovation with social and environmental sustainability, while supporting the key role of SMEs and local communities.
← Atlas › News › Digital & Communication