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UNWTO, Amadeus IT Group and the European Parliament discussed the opportunities that new technologies can bring to the tourism sector globally, but especially in the European continent, the most visited region in the world.


European tourism is undergoing significant structural changes brought by the rapid digitalisation of the economy. At the heart of this revolution lies the digital traveller, whose expectations and appetite for new experiences need to be met with new products and increased connectivity, which are some of the main factors that determine the competitiveness of a destination. In order to face up to these challenges, industry stakeholders are invited to find a common ground for defining the suitable conditions for the future of tourism, namely competition, sustainability targets to information security and the use of big data. The interactive debates and sessions aimed to explore how to stimulate innovation in tourism by connecting public-private initiatives and sharing best practices and how European tourism SMEs could integrate technology in order to position themselves and become more competitive in the global marketplace.


The event was held at the Representation of the European Parliament in Spain.

Agenda Connecting Europe through Innovation