Study on mastering data for tourism by EU destinations : executive summary

This study aims at providing a knowledge base on how data can be used by destinations to facilitate access to tourism and hospitality products, services, spaces and experiences, while making tourism sustainable and accessible, and fully leveraging their cultural heritage and creativity. In particular, the Study analyses in detail the features of data use for tourism in Europe and across the world, highlighting the challenges that are more frequently encountered. Building upon a review of 200 different cases of data use for tourism, the Study also presents a comprehensive collection of 30 good practices and 10 notable cases of cooperation in data management for tourism. Finally, it offers a forward-looking perspective by reflecting on the future trends that will shape the industry, and outlining a set of recommendations for public sector entities wanting to become smarter in the management and development of tourism. The underlying evidence is based on extensive desk research and an interview programme with leading experts in the field.