The TOURBIT project, co-funded under the EU COSME programme, aims to support tourism SMEs by promoting their skills, knowledge and network. This report is the second edition of the European Year of Launch of Technologies and will also provide an overview of current technologies, thus providing additional information on technologies related to the second phase of digitalisation.
Data from the European Tourism Commission (ETC) show that last year Europe recovered to 75 % of its travel volume in 2019 or before the pandemic. Although at a slower pace, the recovery is expected to continue throughout the year ahead. As industry faces the many challenges it faces this year, it is essential that the sector remains responsive to consumer demand, improving visitor experience at destination and targeting markets and segments less affected by the economic downturn.
According to global trends, the growth of SMEs in Europe in 2023 can be influenced by several factors. These include a continued focus on promoting digital operations across different value chains, prioritising critical skills for employees, increased focus on environmental, social and governance (ESG) issues and a continued focus on women’s empowerment. The truth is that tourism SMEs have used digital solutions in different ways, but usually at a basic level. This is why, under the TOURBIT project, certain emerging technologies have been mapped in three steps, depending on the level of digitalisation of SMEs:
- Preparedness
- The development of the digital sector;
- Let’s go forward.
This outcome, 2023, ‘Liberating cutting-edge technologies’, focuses on second-stage technologies. The launch for the first year in 2022 focused on first-stage technologies, even though it introduced further steps, while providing the completeness and basis of the digitalisation status in tourism SMEs. In this result, the tourism sector is understood in its broadest sense, covering various tourist activities, ranging from accommodation, transport (air, rail or sea), online travel agencies (OTA), tour operators, restaurants, activities or resorts, destination management, as well as travel technology or digital tourism.
In 2022, the most relevant technologies introduced were the following:
- Artificial Intelligence (AI)
- Augmented reality (AR)
- Blockchain
- Cloud computing
- Contactless
- Cybersecurity
- Data analysis
- Online sales
- Online Travel Agency (OTA)
- Platform economy
- Virtual reality (VR)