Launch of a new European data lab to strengthen the competitiveness of tourism

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Published on 02/06/22 - Updated on 02/06/22

Data Lab OMT/CET

The World Tourism Organisation (UNWTO) and the European Travel Commission (ETC) are working together to create a Data Lab that aims to strengthen the competitiveness of EU member countries.

In order to support the recovery of tourism activity but also to strengthen the competitiveness of tourism, 30 EU Member States have decided to pool their strength around the Data Lab network project. The network will serve as a platform for the exchange of best practices, including know-how in data management and analytics. 

Users will also be able to share knowledge on identifying relevant data sources, exploiting big data and setting up market analysis systems. National Tourism Organisations (NTOs) and National Tourism Administrations (NTAs) in Europe will all be able to participate in the Data Lab, as well as other partners. 

Explains UNWTO in a release 

The UNWTO-ECT Data Lab is an example of innovation and collaboration to strengthen the competitiveness of countries based on market analysis. This will better prepare tourism organisations as the sector moves forward in terms of digitisation and data exploitation. 

Zoritsa Urosevic, UNWTO Executive Director

This project is being developed in particular as a result of a survey conducted by UNWTO and TEC on data needs and use. Issues related to data access, cost and skills seem to be the main obstacles faced by tourism institutions across Europe. The Data Lab will subsequently offer capacity building activities for members in the form of webinars and networking sessions. 

By promoting knowledge exchange through this UNWTO-ECT Data Lab initiative, we will provide destinations with a platform to collaborate and build a collective fund of knowledge, which is crucial, especially in difficult times. We believe that this initiative will assist our members in minimising risks and increasing competitiveness to build a more resilient, innovative and sustainable tourism sector in the years to come. 

Eduardo Santander, Executive Director of the TEC

Organisation Mondiale du Tourisme

Organisation Mondiale du Tourisme

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  • Organisation Mondiale du Tourisme Europe
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