Monitoring industrial ecosystems : tourism : analytical report : 2024 edition.
Date: 2025-05-16
Institutions: European Innovation Council and SMEs Executive Agency
Subjects: business model, digital transformation, environmental impact, green economy, innovation, investment, performance measurement, report, sample survey, skilled worker, start-up, sustainable development, tourism

Monitoring industrial 
ecosystems 

TOURISM 

Analytical report - 2024 edition 

 
 
 
 
 
This report was prepared by Kincsö Izsak, Elisabetta Marinelli, Carmen Moreno, Paresa Markianidou, 
Orestas Strauka, Technopolis Group for the European Commission Directorate-General for Internal 
Market, Industry, Entrepreneurship and SMEs. However, it does not necessarily reflect the views of 
the European Commission. 

EUROPEAN COMMISSION 

Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs 

Directorate B – Simplification and networks 

Unit GROW.B.4 – Industrial Forum, Alliances and Clusters 

European Innovation Council and SMEs Executive Agency (EISMEA) 

Unit I.02 - SMP/SME Pillar, Internal Market and Support to Standardisation 
E-Mail: EISMEA-SMP-COSME-ECOSYSTEMS@ec.europa.eu  

European Commission 
B-1049 Brussels 

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1 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
TABLE OF CONTENTS 

Executive Summary ........................................................................................... 5 

1. Introduction .................................................................................................. 9 

1.1. Objectives .................................................................................................. 9 

1.2. Scoping the tourism industrial ecosystem ..................................................... 11 

2. Green transition ........................................................................................... 12 

2.1. Industry efforts to green the industrial value chain ......................................... 12 

2.1.1. Uptake of environmental technologies and circular business models ............ 12 

2.1.2. Environmental startups supporting the green transition of tourism ............. 18 

2.1.3. Private investments ............................................................................. 19 

2.2. Framework conditions supporting the green transition .................................... 21 

2.2.1. Public investments – the role of the European Regional Development Fund .. 22 

2.2.2. Public investments – the role of EU Framework Programmes for Research and 
Innovation ................................................................................................... 25 

2.2.3. Skills for the green transition of tourism ................................................. 26 

2.2.4.  Demand-side  drivers:  growing  environmental  tourism  services,  but  not  the 
primary choice driver ..................................................................................... 31 

2.3. The impact of the industrial ecosystem on the environment ............................. 32 

3. Digital transition .......................................................................................... 39 

3.1. Industrial efforts towards digitalisation ......................................................... 39 

3.1.1. Uptake of digital technologies ................................................................ 39 

3.1.2. Tourism tech startups ........................................................................... 43 

3.1.3. Private investments ............................................................................. 44 

3.2. Framework conditions – assessment of the broader ecosystem supporting the digital 
transition ........................................................................................................ 47 

3.2.1. Public investments via the European Regional Development Fund ............... 48 

3.2.2.  Public  investments  via  the  EU  framework  programmes  for  research  and 
innovation .................................................................................................... 52 

3.2.3. Skills supply and demand underpinning the digital transition ...................... 54 

3.2.4. Consumer demand for digital tourism services ......................................... 57 

3.3. Impact of digital technologies on industrial competitiveness ............................ 59 

Appendix A: References ................................................................................... 62 

Appendix B: Methodological notes ................................................................... 64 

TABLE OF FIGURES 
Figure 1: Overview of monitoring industrial ecosystems and relevant data sources ...... 10 

Figure 2: Share of companies in the tourism industrial ecosystem that has adopted strategy 
to reduce carbon footprint .................................................................................... 13 

2 

 
 
Figure 3: Purchasing environmental services ........................................................... 13 

Figure 4: Difficulties when trying to set up resource efficiency actions ........................ 17 

Figure 5: Use of financial resources for resource efficiency and producing green products 
or services ......................................................................................................... 19 

Figure  6:  Share  of  annual  revenue  invested  on  average  per  year  to  be  more  resource 
efficient. ............................................................................................................ 19 

Figure 7: Current and planned investments in environmental technologies and measures.
 ........................................................................................................................ 20 

Figure  8:  Venture  capital  and  private  equity  investments  into  environmental  companies 
specialised in tourism the EU27 ............................................................................. 20 

Figure 9: VC investment into the green transition of tourism startups ........................ 21 

Figure 10: Tourism projects focussed on green transitions in ERDF, organised by Thematic 
Objectives of Cohesion Policy 2014-2020 ............................................................... 23 

Figure 11: EU Horizon2020 and Horizon Europe (latter is not full period only 2022-2024) 
funding dedicated to the green transition of the tourism industrial ecosystem ............. 26 

Figure 12: Number of full-time employees that work in green jobs some or all of the time 
in the tourism industrial ecosystem in the EU27 in 2024 ........................................... 28 

Figure  13:  Share  of  tourism  companies  that  created  new  positions  or  job  titles  in 
environmental sustainability over the past five years ............................................... 28 

Figure 14: Share of professionals in tourism with skills relevant for the green transition in 
the EU27 ........................................................................................................... 29 

Figure 15: Share of professionals with a specific green transition skill within the tourism 
industrial ecosystem in the EU27 and with a profile on LinkedIn ................................ 29 

Figure 16: Share of online job advertisements with a requirement for environmental skills 
in the tourism ecosystem in the EU27 .................................................................... 30 

Figure 17: CO2 emissions of EU27 in megatons in the tourism industrial ecosystem (both 
consumption and production-based account) .......................................................... 34 

Figure  18:  Particulate  matter  emissions  of  EU27  in  megatons  in  tourism  (Production 
Account) ............................................................................................................ 35 

Figure 19: Material extractions (used and unused) in kilotons (Production Account) ..... 35 

Figure 20: Water Extraction in million cubic litres .................................................... 36 

Figure 21: Median litter items/100m found on European beaches in the period 2013-2022
 ........................................................................................................................ 36 

Figure 22: Land use in square kilometres of the tourism industrial ecosystem (consumption 
account) ............................................................................................................ 37 

Figure 23: Digital transformation strategy .............................................................. 39 

Figure 24: Share of companies using AI according to the business operation stage ...... 42 

Figure  25:  Evolution  of  digital  tech  startups  driving  the  digital  transition  of  the  tourism 
industry ............................................................................................................. 44 

Figure 26: Disaggregation of the investment stages of the investment into digital tourism 
young companies ................................................................................................ 45 

Figure 27: VC investment in digital tourism company by type of technology in m EUR .. 46 

Figure 28: VC investment by technology in m EUR ................................................... 47 

3 

 
Figure  29:  ERDF  Tourism  projects  contributing  to  the  Green  transition  by  thematic 
objective (2014-2020) ......................................................................................... 49 

Figure 30: Share of projects of advanced digital technologies over total digital ............ 50 

Figure 31: Total Eligible Expenditures in ERDF projects in m EUR ............................... 51 

Figure 32: EU Horizon2020 and Horizon Europe Funding dedicated to the digital transition 
of the tourism industrial ecosystem ....................................................................... 53 

Figure 33: Share of full-time employees working in jobs relevant for the digital transition
 ........................................................................................................................ 54 

Figure  34:  Share  of  professionals  in  the  tourism  ecosystem  with  skills  relevant  for  the 
digital transition in the EU27 ................................................................................. 55 

Figure 35: Share of professionals with a specific digital skill within the tourism industrial 
ecosystem in the EU27 and with a profile on LinkedIn .............................................. 55 

Figure 36: Online job advertisements with a requirement for digital skills in the tourism 
ecosystem in the EU27 ........................................................................................ 56 

Figure 37: Definitions of basic and advanced digital technologies ............................... 60 

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Executive Summary 

This report was prepared as part of the ‘European Monitor of Industrial Ecosystems’ 
(EMI)  project,  with  the  objective  of  analysing  the  green  and  digital  transformation  of 
industrial ecosystems - focusing, in this edition, on the tourism ecosystem and its progress 
over time.  

The second edition of the Industrial Ecosystems series has divided the analysis into two 
sections meaning, ‘green transition’ and ‘digital transition’ followed by three subsections 
each  showing:  a)  industry  efforts,  b)  framework  conditions  and  c)  the  impact  on  the 
environment and on productivity. 

The key findings of this year’s analysis are presented below: 

Green Transition 

What progress has the industry made in taking action for the environment? 

- In 2024, 21% of companies in the tourism industrial ecosystem have adopted 
strategies for climate neutrality. 

- Over 70% of tourism companies reduced waste and saved energy, while more 
than  60%  were  saving  water  and  materials  in  2024.  A  much  lower  share  of 
companies  invested  directly  in  green  transition  technologies:  nearly  40%  have  invested 
into energy-saving technologies. Advanced materials and waste management technologies 
were adopted by 18%. At the bottom end of the spectrum are circular industrial business 
models (6%) and carbon capture technologies (4.4%). 

-  Tourism  companies  made  most  often  reference  to  responsible  sourcing  (25%  of 
websites  of  tourism  organisations),  followed  by  considerations  about  a  sustainable 
supply chain and waste reduction. 

-  However,  progress  over  time  has  been  slow  both  in  terms  of  adoption  of 
environmental  measures  and  sustainability  strategies,  with  the  exception  of  renewable 
energy adoption, which saw a 6-percentage point increase from 2022 to 2024. 

- 24% of the companies surveyed in tourism indicated that they have relied on 
environmental services such as energy audits and carbon footprint analysis provided 
by external companies. 

-  3%  of  companies  in  the  tourism  ecosystem  had  at  least  one  environmental 
certificate/label referenced on their website which is close to the results in 2023 and 
show no progress over this one-year period. 

-  Environmental  startups  in  tourism  focused  on  offering  rental  and  sharing 
services,  alternative  sustainable  tourism  (including  online  travel  agencies  with  a 
sustainable concept), and recycling solutions. Nearly 10% of these startups were able 
to scale beyond 51 employees. 

-  Despite  the  high  share  of  companies  taking  action  for  the  environment,  there  is  an 
overall low level of investment into environmental technologies. 26% of tourism 
companies have opted not to invest in environmental technologies, and of the companies 
that  do  invest,  nearly  half  (49%)  allocate  less  than  5%  of  their  annual  revenue  toward 
such initiatives. This pattern of investment has shown minimal fluctuation from 2021 to 
2024. However, surveyed companies are planning to invest more in the future. 

5 

 
 
 
 
 
To what extent do framework conditions such as public financing and skills support the 
green transition? 

- The tourism industrial ecosystem accounted for EUR 14.9 bn in funding from the European 
Regional Development Fund in 2014-2020. Projects that addressed specifically the green 
transition  of  tourism  accounted  for  over  EUR  2.5  bn  (16%  of  ERDF  funding 
dedicated to tourism). 

refurbishment,  green 

-  Green  transition  projects  co-funded  by  the  ERDF  in  tourism  cover  largely  hotel  or 
space  development,  biodiversity 
infrastructure 
conservation, and environmental education, promoting sustainability and habitat 
protection and lowering electricity usage and greenhouse gas emissions, enhance 
energy efficiency in businesses, and support the adoption of renewable energy solutions 
across different industries. 

-  Throughout  the  Horizon  2020  programme,  over  EUR  27  m  was  allocated  to  projects 
related to the green transition of tourism, amounting to nearly EUR 4 m per year. In 
the  initial  four  years  of  Horizon  Europe,  close  to  EUR  14  m  was  spent  on  similar 
projects, averaging over EUR 4.7 m annually. 

- The proportion of projects co-funded under the EU’s framework programme for 
research and innovation and related to the green transition has been approx. 20-
24% annually over the period from 2014-2024. 

-  Organisations  in  the  tourism  industrial  ecosystem  employed  in  general  2  full  time 
employees in green jobs either partially or fully dedicated to environmentally focused tasks. 
However,  55%  did  not  employ  professionals  in  green  jobs  at  all  and  only  16% 
created a new position related to environmental protection in 2024. 

-  There  has  been  a  slow  progress  in  terms  of  the  number  of  professionals  with 
green transition related skills. The share of professionals with skills relevant to the green 
transition reached 2.6% in 2024, showing only a slight increase from 2022. This share was 
the highest in museums (6.4%), followed by 4.7% in travel arrangements, and 2.4% 
and 1.5% in hospitality and restaurants. 

-  Critical  skills  gaps  in  the  tourism  industrial  ecosystem  relate  to  energy  and  water 
efficiency,  recycling  and  waste  management,  biodiversity  conservation  and 
sustainable transport modes. 

How is the industrial ecosystem’s impact on the environment changing? 

- Tourism's environmental impact has seen only limited improvements, with some 
areas showing deterioration compared to pre-pandemic levels. This highlights the 
persistent  and  multi-dimensional  environmental  footprint  of  the  tourism  ecosystem, 
encompassing  CO2  emissions,  resource  consumption,  pollution,  water  extraction,  and 
beach  litter.  Environmental  challenges  associated  with  tourism  are  considerable  and 
difficult to balance with the growth of the sector 

-  CO2  and  particulate  matter  emissions  based  on  production  account  have 
remained stable over time (indicating that hotel, restaurants and travel agency services 
have  a  stable  energy  consumption  pattern).  Additionally,  emissions  from  consumption 
travel have risen as part of a broader post-pandemic-recovery leading to an increase in 
CO2 emissions.  

- Material extractions have been increasing over the entire period of 2016 to 2022, 
with an average annual growth of 5.53%. 

- Waste production is still a key concern. Beach waste has been increasing over the 
years. In particular, the overall median value for plastic items found per 100 m on European 
beaches was 481 in 2022, compared to 121 in 2013. 

6 

 
 
- Land use measured in square kilometres showing a recent surge. The increase in 
land use aligns with statistics showing a rise in European hotel construction projects, which 
saw a significant surge in 2024. 

Digital Transition 

What is the progress of industrial efforts towards digitalisation? 

-  31%  of  tourism  companies  have  a  concrete  strategy  in  place  for  digital 
transformation in the tourism industrial ecosystem. 

- The EMI Enterprise survey revealed an increase in the uptake of digital technologies. 
The largest increase is seen in cloud technologies and artificial intelligence, the 
latter  increasing  by  nearly  15%,  and  the  Internet  of  Things,  which  increased  by  nearly 
10%. 

- The adoption rate of AI has doubled between 2023 and 2024 both in the case of travel 
agency,  tour  operator  and  other  reservation  services  and  less  so  in  the  case  of 
accommodation and food services.  

- In the tourism ecosystem, 46% of businesses that adopted AI did so within the 
past year.  

- 28% of tourism businesses use AI in marketing and sales. 

-  In  terms  of  startups,  artificial  intelligence  and  software  solutions  emerged  as 
major  technological  focus  areas.  The  former  represented  14%  in  2020  and  20%  in 
2023, the latter represented 30% of startups in 2020 and 60% of startups in 2023. Online 
travel  and  tourism  platforms  reached  a  peak  in  2019  in  terms  of  investment  before 
declining.  In  contrast,  investments  in  artificial  intelligence  surged  in  2022,  alongside 
software  technologies.  This  trend  reflects  the  dynamic  shift  in  digital  investments, 
particularly influenced by the COVID-19 pandemic. 

-  While  online  platforms  were  the  dominant  technology  area  developed  by  digital  tech 
startups  in  tourism,  the  share  of  new  companies  developing  these  platforms  decreased 
from 40% in 2015 to 10% in 2023. 

-  The  vast  majority  of  firms  invest  less  than  5%  of  revenues  across  all  the 
technologies. Only a handful of firms invest more than 30% of their turnover in digital 
technologies, concentrating on cloud (1.6%) and AI (2.6%). 

To what extent do framework conditions such as public financing and skills support the 
digital transition? 

-  The  European  Regional  Development  Fund  (ERDF)  plays  a  vital  role  in  advancing  the 
digital transition within the tourism industrial ecosystem by providing financial support for 
digitalisation.  

- The ERDF allocated 7% of all tourism co-funded projects (2 378 out of 48 257) 
to  digital  technologies,  with  the  digital  transition  accounting  for  8%  of  total  tourism-
related funding (EUR 1.15 bn). 

- Advanced digital technologies accounted for 21% of the total ERDF funding dedicated 
to the digital transition of tourism in the 2014-2020 programming period, with 
augmented and virtual reality, big data and data analytics, and online platforms 
being the most commonly supported advanced technologies. 

- During the whole of Horizon 2020, over EUR 52 m was spent on projects related 
to  the  digital  transition  in  tourism,  more  than  EUR  7  m  per  year.  In  the  first  three 
years of Horizon Europe, nearly EUR 40 m were spent on digital topics, averaging EUR 13 
m per year. 

7 

 
 
 
-  The  share  of  projects  co-funded  by  Horizon  and  focused  on  the  digital  transition  has 
grown significantly, rising from 43% to 52%. 

- In 2024, 3.2% of professionals registered on LinkedIn and employed within the 
tourism  industrial  ecosystem  possessed  advanced  digital  skills  and  16.8% 
possessed  other  more  moderate  digital  skills,  marking  an  increase  from  the  levels 
observed in 2022. The most prevalent advanced digital skill remains cloud technologies, 
followed by artificial intelligence and big data. However, the overall percentages remain 
modest, and while there has been some increase, it is not substantial. 

- The requirements both for moderate and advanced digital skills listed on online 
job  advertisements  within  tourism  has  been  growing  steadily  over  the  period  from 
2021-2023.  In  2023,  23%  of  online  job  advertisements  in  the  EU27  required  moderate 
digital skills and 17% advanced digital skills. 

-  Tourism  managers  are  increasingly  required  to  possess  broader  digital  literacy,  the 
agility  to  embrace  technological  opportunities,  and  the  ability  to  lead  teams  in  a 
digitally evolving environment. 

- While it is clear that travel and tourism predominantly happens in person, making it an 
inherently human-centric experience, the prevalence of the digital technologies among 
travellers and growing demand for unique and burdensome travel experience creates an 
environment for digitally enabled tourism. 

What is the impact of digital technologies on competitiveness? 

-  The  tourism  industry  has  become  more  digital,  mobile  and  personalised  affecting  the 
tourism  ecosystem  across  three  dimensions:  1)  Improving  customer  experience  and 
personalisation; 2) Boosting operational efficiency and sustainability; 3) Supporting new 
business models.  

-  The  survey  of  tourism  companies  indicates  that  the  adoption  of  advanced  digital 
technologies increased productivity between 1-15%. The largest share of respondents 
witnessed an increase in productivity as a result of cloud computing followed by 
AI and big data. 

- However, 5% of businesses reported a decrease in productivity attributed to the initial 
investment  costs  associated  with  adopting  new  technologies  or  practices.  Initial  costs 
include  expenditures  on  equipment,  software,  employee  training,  and  changes  to 
operational processes. 

8 

 
 
 
 
 
1. Introduction 

1.1. Objectives  

This report has been prepared within the ‘European Monitor of Industrial Ecosystems’ 
(EMI)  project,  initiated  by  the  European  Commission,  Directorate  General  for  Internal 
Market,  Industry,  Entrepreneurship  and  SMEs  and the  European  Innovation  Council  and 
SMEs Executive Agency (EISMEA). The overall objective of the project is to contribute to 
the analysis of the green and digital transformation of industrial ecosystems and 
progress made over time.  

The EU’s updated industrial strategy1 has identified 14 industrial ecosystems2 – one of them 
being  ‘Tourism’3  -  that  is  in  the  focus  of  this  report.  The  industrial  strategy  defined 
industrial  ecosystems  as  encompassing  all  players  operating  in  a  value  chain:  from  the 
smallest startups to the largest companies, from academia to research, service providers 
to  suppliers.  The  notion  of  ecosystems  captures  the  complex  set  of  interlinkages  and 
interdependencies among sectors and firms across the EU. Industrial transition is driven 
by technological, economic, and social changes, and by the adoption of green and digital 
technologies and that move towards sustainable competitiveness. The process is however 
characterised  by  complex,  multi-level,  and  dynamic  developments.  To  make  transition 
sustainable,  technological  change  needs  to  be  coupled  with  new  business  models,  the 
necessary  investments  and  financial  tools,  skills,  regulatory  framework  conditions  and 
behavioural change across the ecosystem.  

The  indicator  framework  includes  a  set  of  traditional  and  novel  data  sources  that 
allow shedding new light on ongoing transformation patterns. The novelty of the 
analysis  lies  in  the  exploratory  and  innovative  data  sources  used  across  the  different 
chapters  of  the  report.  Due  to  its  effort  to  analyse  industrial  ecosystems  using  a 
standardised set of indicators, the study cannot address all aspects of the green 
and digital transition. Therefore, additional analysis and industry-specific data sources 
should be used to supplement a full assessment.  

Measuring performance and change is vital to allow policymakers and industry stakeholders 
to track progress over time and get feedback whether the system is moving in the desired 
direction. To measure performance, a dedicated monitoring and indicator framework 
has been set up for the purposes of this project with an aim to capture them in regular 
intervals (see the overview of the monitoring framework in Figure 1).  

The  methodological  report  that  sets  the  conceptual  basis  and  explains  the  technical 
details  of  each  indicator  is  found  in  a  separate  document  uploaded  on  the EMI  website. 
Moreover,  some  of  the  specific  industry  codes  used  throughout  this  analysis  have  been 
also included in Appendix B. The green and digital technologies considered in this study 
include the following: 

•  Green transition technologies: advanced materials, biotechnology, clean production 
technologies,  energy  saving  technologies,  recycling  technologies,  renewable 
energy. 

•  Advanced  digital  technologies:  advanced  manufacturing  and  robotics,  artificial 
intelligence  and  big  data,  augmented  and  virtual  reality,  blockchain,  cloud 
computing, Internet of Things, digital security. 

1 European Commission (2020). A New Industrial Strategy for Europe, COM/2020/102 and European Commission (2021). 
Updating the 2020 New Industrial Strategy: Building a stronger Single Market for Europe’s recovery, COM (2021) 350  
2 The 14 industrial ecosystems include: construction, digital industries, health, agri-food, renewables, energy intensive 
industries, transport and automotive, electronics, textile, aerospace and defence, cultural and creative culture 
industries, retail, proximity and social economy, and retail 
3 Tourism is captured by these NACE codes: I Accommodation and food service (100%), N79 Travel agency, tour operator 
and other reservation service (100%), N82 Office administrative, office support and other business support, R90-R92 
Creative, arts and entertainment activities (66%), R93 Sports activities and amusement and recreation (100%), H49 
Land transport (45%), H50 Water transport (22%), H51 Air transport (91%). 

9 

 
 
Figure 1: Overview of monitoring industrial ecosystems and relevant data sources 

Source: Technopolis Group, IDEA Consult and Fraunhofer ISI 

This report contributes to the analysis of the key pillars put forward in the ‘Blueprint 
for  the  development  of  transition  pathways’4  of  the  Industrial  Forum  developed  in 
2022.  

It complements other key reports such as the Transition Pathway for Tourism5, which 
outlines the strategic plan to lead the tourism sector through green and digital transitions, 
and the recent two years stocktaking report6. It also takes into account the European 
Tourism  Agenda  20307,  which  is  aligned  to  the  former  and  which  provides  a 
comprehensive framework for making tourism in the EU greener, more digital, and more 
resilient and the EU Strategy for Sustainable Tourism8. 

The  indicator  framework  is  also  complementary  to  the  EU  Tourism  Dashboard9  that 
offers interactive visualisations of data and indicators relevant for the European tourism 
ecosystem. The collected data is also reflected in the EMI Data Dashboard10. The dashboard 
offers an overview of the data collected within the EMI project for several indicators used 
to  measure  the  progress  of  the  green  and  digital  transitions  across  the  14  industrial 
ecosystems on a yearly basis. This dashboard provides a clear and interactive visualisation 
of  data  under  three  dimensions  of  the  twin  transition:  efforts,  enabling  framework 
conditions and impact.  

4 https://ec.europa.eu/docsroom/documents/49407/attachments/1/translations/en/renditions/native 
5 https://single-market-economy.ec.europa.eu/news/transition-pathway-tourism-published-today-2022-02-04_en 
6 https://op.europa.eu/en/publication-detail/-/publication/678c08ab-bc06-11ee-b164-01aa75ed71a1/language-en 
7 https://single-market-economy.ec.europa.eu/news/european-tourism-agenda-2030-commission-welcomes-
commitment-eu-countries-make-tourism-greener-more-2022-12-02_en 
8 https://www.europarl.europa.eu/doceo/document/TA-9-2021-0109_EN.html 
9 https://tourism-dashboard.ec.europa.eu/?lng=en&ctx=tourism 
10 See: https://monitor-industrial-ecosystems.ec.europa.eu/data-dashboard  

10 

 
 
 
 
 
1.2. Scoping the tourism industrial ecosystem 

Tourism is a vital industry within the European Union, contributing significantly to economic 
growth  and  job  creation.  As  the  Transition  Pathway  described  in  202211,  the  tourism 
industrial  ecosystem  gathers  businesses  from  a  range  of  sub-industries  such  as 
hospitality  services  (food  and  beverage,  accommodation),  tourist  information 
providers (tourist offices, travel agencies digital platforms, travel technology providers), 
tour operators, destination managing organisations, attractions (museums, fairs, 
amusement  parks)  and  passenger  transport  (airlines  and  airports,  trains,  buses,  car 
rentals  and  cruises).  It  is  directly  connected  to  other  ecosystems  such  as  Cultural  and 
creative  industries  (tourism  based  on  cultural  heritage,  traditions,  arts  and  authentic 
cultural  experiences,  sport  tourism),  Health  (access  to  healthcare  while  travelling  and 
health tourism), Mobility, transport and automotive, (mobility for travellers and visitors), 
Proximity and Social economy (local economy), Retail (opportunities for visitors and local 
residents to create new income), Aerospace (air travel, space data based services), Agri-
food  (food  services),  Construction  (building  and  renovating  tourism  infrastructures)  and 
Digital industries (digital applications)12. 

For the purpose of statistical analysis, following the Annual Single Market Report 202213, 
the  tourism  ecosystem  includes  various  economic  activities,  defined  by  NACE  rev.2 
classifications and include namely: Accommodation and food service activities (I), Travel 
agency,  tour  operator  and  other  reservation  service  and  related  activities  (N79),  Office 
administrative, office support or other business support activities (N82), Creative, arts and 
entertainment  activities;  libraries,  archives,  museums  and  other  cultural  activities; 
gambling  and  betting  activities  (R90-R92)  and  Sports  activities  and  amusement  and 
recreation activities (R93).  

The tourism industrial ecosystem was responsible for 5.6% of the EU value added 
and provided 20 258 494 jobs in 202214. In 2022, there were 3.5 million businesses in 
the tourism sector, 99% of which were small, medium, or micro enterprises15. Tourism is 
a  vital  economic  activity  in  the  EU,  particularly  in  certain  EU  Member  States,  where  it 
significantly  contributes  to  economic  growth,  employment,  and  social  development.  In 
2022, Spain, France, and Italy had the highest concentration of tourism companies in the 
EU16.  The  tourism  ecosystem  is  diverse  and  complex,  encompassing  businesses  ranging 
from large multinationals to small family enterprises across sectors like accommodation, 
food  and  beverage,  transport,  and  tour  operations,  all  connected  through  global  value 
chains.  

In 2024, the European tourism industry faced several key challenges despite a 
strong recovery17. Inflationary pressures and high operational costs particularly within 
the  hospitality  industry  impacted  both  businesses  and  consumers.  Many  EU  businesses 
experienced staffing shortages. Operationally, the industry was still grappling with uneven 
regional recovery, where some destinations outperforming others, as well as overtourism 
in popular areas, and varying rates of air traffic recovery. 

The  latest  UN  Tourism  Confidence  Index18  reveals  optimism  for  2025,  with  experts 
predicting better or much better prospects compared to 2024. However, challenges such 
as high transport and accommodation costs, volatile oil prices, and geopolitical 
risks persist. Tourists are expected to prioritise value for money, while balancing growth 
and sustainability remains crucial for the industry's future.  

11 https://single-market-economy.ec.europa.eu/news/transition-pathway-tourism-published-today-2022-02-04_en 
12 European Commission (2022). Transition Pathway for Tourism 
13 Available here: https://ec.europa.eu/docsroom/documents/48877 
14 Eurostat, 2024 
15 European Commission (2024). Tourism Industrial Ecosystem Factsheet https://single-market-
economy.ec.europa.eu/document/download/186dd0dc-47c7-4a2f-872f-
608a2d56707d_en?filename=Tourism%20Factsheet%20V3.pdf&prefLang=da 
16 Eurostat Structural Business Statistics 
17 ETC (2024). European Tourism: Trends & Prospects Quarterly Report Q2/2024 
18 https://www.unwto.org/news/international-tourism-recovers-pre-pandemic-levels-in-2024 

11 

 
 
2. Green transition 

2.1. Industry efforts to green the industrial value chain 

What progress has the industry made in taking action for the environment? 

- In 2024, 21% of companies in the tourism industrial ecosystem have adopted 
strategies for climate neutrality. 

- Over 70% of tourism companies reduced waste and saved energy, while more 
than  60%  were  saving  water  and  materials  in  2024.  A  much  lower  share  of 
companies  invested  directly  in  green  transition  technologies:  nearly  40%  have  invested 
into energy-saving technologies. Advanced materials and waste management technologies 
were adopted by 18%. At the bottom end of the spectrum are circular industrial business 
models (6%) and carbon capture technologies (4.4%). 

-  Tourism  companies  made  most  often  reference  to  responsible  sourcing  (25%  of 
websites  of  tourism  organisations),  followed  by  considerations  about  a  sustainable 
supply chain and waste reduction. 

-  However,  progress  over  time  has  been  slow,  with  the  exception  of  renewable 
energy adoption, which saw a 6-percentage point increase from 2022 to 2024. 

- 24% of the companies surveyed in tourism indicated that they have relied on 
environmental services such as energy audits and carbon footprint analysis provided by 
external companies. 

-  3%  of  companies  in  the  tourism  ecosystem  had  at  least  one  environmental 
certificate/label referenced on their website which is close to the results in 2023 and 
show no progress over this one-year period. 

- Environmental startups in tourism focused on offering rental and sharing services, 
alternative  sustainable  tourism  (including  online  travel  agencies  with  a  sustainable 
concept), and recycling solutions. Nearly 10% of these startups were able to scale 
beyond 51 employees. 

-  Despite  the  high  share  of  companies  taking  action  for  the  environment,  there  is  an 
overall low level of investment into environmental technologies. 26% of tourism 
companies have opted not to invest in environmental technologies, and of the companies 
that  do  invest,  nearly  half  (49%)  allocate  less  than  5%  of  their  annual  revenue  toward 
such initiatives. This pattern of investment has shown minimal fluctuation from 2021 to 
2024. However, surveyed companies are planning to invest more in the future. 

Following the discussion of the main indicators that capture the environmental impact of 
tourism,  this  section  reports  on  the  progress  made  by  tourism  companies  taking  action 
towards  the  green  transition.  It  also  analyses  how  startups  and  young  companies  that 
provide environmental solutions exclusively for tourism contribute to the transformation of 
the  industrial  value  chain.  Moreover,  it  examines  the  level  of  investment  by  tourism 
organisations in the green transition including green technologies, renewable energy, and 
circular economy solutions. 

2.1.1. Uptake  of  environmental  technologies  and  circular  business 
models 

The tourism ecosystem faces a gradual shift from a production model that relies heavily 
on resources to one that prioritises environmental responsibility. Economic expansion in 
tourism  typically  correlates  with  increased  environmental  impact,  as  enhanced  tourism 

12 

 
 
 
activity  involves  higher  consumption  of  natural  resources  and  greater  pollution19. 
Transitioning to more sustainable practices will demand substantial time, investment, and 
adjustments to current processes and resource dependencies as this section will also show. 

The adoption of technologies and circular business models in tourism has been investigated 
in detail by the Eurobarometer 202420 and has been complemented by the EMI Enterprise 
Survey21 with a sample of 605 companies from the tourism ecosystem over the period from 
July  to  September  2024.  These  data  sources  provide  valuable  insights  into  the 
environmental actions undertaken by companies, the technologies they have adopted, and 
the challenges they face in implementing sustainable practices. Tourism organisations are 
adopting various measures that aim at environmental protection as part of their transition 
towards  more  sustainable  operations,  driven  by  both  regulatory  pressure  and  the 
recognition of the business case for green operations.  

In  the  tourism  ecosystem,  21%  of  companies  have  implemented  a  concrete 
strategy  to  reduce  their  carbon  footprint  and  achieve  climate  neutrality  or 
negativity,  according  to  the  results  of  the  Eurobarometer  202422.  This  reflects  a 
modest level of commitment and indicates a slow progress compared to the 2021 survey 
results,  which  found  that  24%  of  companies  had  such  strategies  in  place  that  year.  In 
addition,  34%  are  planning  to  adopt  or  purchase  new  technological  solutions  to  reduce 
emissions,  25%  are  planning  to  develop  their  own  solution  (28%  in  2021)  and  4%  are 
offsetting emissions through carbon credit or similar. 

Figure 2: Share of companies in the tourism industrial ecosystem that has adopted strategy to reduce carbon 
footprint 

Does your company have a concrete strategy in 
place to reduce your carbon footprint and become 
climate neutral or negative?

Source: Eurobarometer 2024, n=640 

21%

To further contribute to the green transition, 24% of the companies surveyed in tourism 
indicated that they have relied on environmental services provided by third-party providers 
(as illustrated in the Figure below).  

Figure 3: Purchasing environmental services 

24% of Tourism organisations surveyed bought any environmental 

services over the past five years from third parties such as 
energy audit, carbon footprint analysis, water audit

Source: EMI Enterprise Survey 2024, n=605 

More specifically, tourism companies in the EU relied on third-party environmental service 
providers for tasks such as energy audits and carbon footprint analyses. The services are 
used to meet sustainability goals, comply with environmental regulations. On the one hand, 
tourism  companies  use  third  party  services  as  neutral  service  provider  to  enhance 
company’s reputation among eco-conscious travellers For example, hotels, hostels, small 
accommodations,  campsites,  holiday  parks,  conference  centres,  restaurants  and 
attractions  use  Green  Key  certificate  that  represents  a  commitment  by  businesses  that 
their  premises  adhere  to  the  strict  criteria  set  by  the  Foundation  for  Environmental 

19 Trstenjak, A., Tomas Žiković, I. & Žiković, S. Making tourism more sustainable: empirical evidence from EU member 
countries. Environ Dev Sustain (2023). https://doi.org/10.1007/s10668-023-04284-9 
20 https://europa.eu/eurobarometer/surveys/detail/3221 
21  The  EMI  Enterprise  Survey  was  run  as  computer-assisted  telephone  interviewing  with  companies  in  all  industrial 
ecosystems from August-September 2024. 
22 This proportion that is similar to that of the economy as a whole, according to the Eurobarometer.  

13 

 
 
 
 
Education23. On the other hand, energy audit, carbon footprint analysis or water audit are 
often complex, requiring specialised expertise, tools, and certifications that are typically 
not available in-house within most tourism companies. 

Companies  within  the  tourism  ecosystem  have  been  actively  implementing 
measures  to  enhance  resource  efficiency  but  made  limited  progress  over  time. 
Over  70%  are  reducing  waste  and  conserving  energy,  while  more  than  60%  are  saving 
water and materials according to the Eurobarometer 2024. Additionally, 56% to 62% plan 
to expand these efforts in the next two years. Around 50% of companies are recycling by 
reusing materials or waste. The adoption of renewable energy has notably increased from 
22% in 2021 to 28% in 2024, with 46% planning further progress. These initiatives have 
led to higher production costs for 39% of firms and reduced costs for 37%. 

When comparing values from 2021 to 2024, it can be observed that only limited progress 
has been made in areas such as waste reduction, recycling, sustainable design, and the 
adoption of renewable energy. 

Table 1: Resource efficiency measures undertake by companies in the tourism ecosystem 

Environmental measures

Minimising waste

Share of adoption 
(2021)
71%

Share of adoption 
(2024)
73%

Saving energy

Saving water

Saving materials

Recycling, by reusing material or waste within the 
company
Switching to greener suppliers of materials

Designing products that are easier to maintain, repair 
or reuse
Using predominantly renewable energy

Selling your residues and waste to another company

71%

63%

63%

49%

43%

30%

22%

27%

72%

61%

61%

52%

42%

33%

28%

25%

Source: Eurobarometer 2024, n=640 

While Table 1 provides clear insights of the objectives of the initiatives undertaken, Table 
2 below, provides insights on what exactly is being done, that is, which technologies have 
been  adopted  to  support  the  green  transition.  As  indicated  below,  according  to  the  EMI 
Enterprise  survey  nearly  40%  of  respondents  have  invested  into  energy-saving 
technologies  in  2024.  Advanced  materials  and  waste  management  technologies  are 
adopted  by  18%  of  respondents.  At  the  bottom  end  of  the  spectrum,  we  find  clean 
production technology (approx. 10%), circular industrial business models (6%) and carbon 
capture technologies (4.4%).  

The comparison between Table 1 and Table 2 reveals a notable difference in the shares 
reported. The proportion of firms adopting measures in Table 1 is significantly higher than 
those adopting technologies in Table 2. This suggests that while many companies are 
implementing  general  environmental  measures,  fewer  are  investing  in  more 
advanced, technology-driven solutions. This discrepancy may indicate that firms find 
it easier or less costly to adopt procedural changes than to invest in new technologies or 
that  they  may  be  hesitant  due  to  the  higher  capital  investment  and  technical  expertise 
required for implementing cutting-edge environmental technologies. 

23 See: https://www.greenkey.global/  

14 

 
 
 
 
 
Table 2: Share of companies in the tourism industrial ecosystem that adopted a green transition technology 

Green Technologies

Share of adoption 
(2024)

Energy-saving technologies

Advanced materials

Waste management technologies

Clean production technologies

Circular industrial business models

Carbon capture technologies

39.89%

18.03%

18%

9..4%

6.01%

4.37%

Source: EMI Enterprise Survey 2024, n=605 

By applying text-mining techniques to websites of tourism companies and organisations, 
more nuanced insights have been gained into the sector's environmental practices. Text-
mining—a method for extracting patterns and themes from vast amounts of text data—
has  allowed  for  the  analysis  of  company  information  published  on  the  web  (380  465 
organisation  websites  have  been  scraped)  to  reveal  trends  in  environmental  strategies. 
The results indicated that the most reference has been made to responsible sourcing (25% 
of  websites  of  tourism  organisations),  followed  by  considerations  about  a  sustainable 
supply  chain  and  waste  reduction.  Biodiversity  has  been  referenced  only  on  7%  of  the 
websites  which  is  a  low  result.  Carbon  offset  programmes  appeared  on  1.2%  of  the 
websites. 

Table 3: Share of companies in the tourism industrial ecosystem referencing an environmental measure in 2024 

Sustainable Supply
Chain 9%

Sustainable
Packaging 8%

Renewable Energy 7% Green Buildings 7%

Electric
Transition 4%

Vehicle

Recycled
Materials 3%

Responsible Sourcing 25%

Waste Reduction8%

Energy
Technologies 8%

Saving

Biodiversity
Protection 7%

Water Reduction
3%

Environmental
Reporting 3%

15 

 
 
 
 
 
25,9%

8,9%

8,3%

7,8%
7,7%
7,4%
7,3%
7,0%

Responsible Sourcing
Sustainable Supply Chain
Waste Reduction
Sustainable Packaging
Energy Saving Technologies
Renewable Energy
Green Buildings
Biodiversity Protection
Electric Vehicle Transition
Recycled Materials
Water Reduction
Environmental Reporting
Food Wate Reduction
Carbon Offsetting
Advanced Materials
Sustainable Fuel
Circular Design
Green Finance
Hydrogen
Carbon Capture

4,4%

3,6%
3,3%
2,9%

1,3%
1,2%
1,2%
0,9%
0,6%
0,2%
0,1%
0,1%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

Source: Technopolis Group based on Glass.ai analysis 2024, scraping 380 465 websites 

The green transition of companies in the tourism ecosystem (excluding transport) has been 
analysed  similarly  to  the  report  in  202324  in  terms  of  their  use  of  environmental 
certifications and secondly their claims of environmental practices.  

Environmental certifications/labels are formal recognitions that a company has met specific 
environmental  standards  and  criteria  set  by  certifying  bodies.  Examples  include 
certifications  like  ISO  14001  (Environmental  Management),  Green  Key  (for  eco-friendly 
hotels), or EarthCheck (for sustainable tourism). Obtaining such certifications requires a 
company to adhere to established environmental guidelines and practices.  

The results indicate that 3% of companies in the tourism ecosystem had at least one 
environmental certificate/label referenced on their website which is close to the results in 
2023 and show no progress over this one-year period.  

The  adoption  of  these  green  measures  varies  across  the  tourism  value  chain. 
Larger companies, such as hotel chains and airlines, are leading the adoption of 
energy-saving  technologies  and  waste  management  systems,  while  SMEs, 
particularly  in  rural  and  ecotourism  sectors,  focus  more  on  locally  sourced 
products and nature-based tourism services. Startups in the tourism ecosystem are 
also playing a crucial role, developing new environmental services such as digital platforms 
for eco-friendly travel planning, waste reduction applications, and solutions that promote 
the sharing economy to minimise resource use.  

Box 1: Company examples adopting environmental technologies 
ENAIRE25  Spain’s  national  air  navigation  service  provider,  interviewed  as  part  of  this  study,  is 
implementing  the  Fly  Quiet  initiative26  to  reduce  noise  pollution  affecting  communities  and 
biodiversity.  It  involves  designing  more  efficient  flight  routes  using  satellite  technology  (PBN)  to 
avoid  populated  areas  and  systematically  analysing  the  noise  impact  of  each  aerial  manoeuvre. 
ENAIRE also assesses the effects on biodiversity, particularly on birds in protected areas, ensuring 
100% of its projects are carefully reviewed to minimise noise and environmental impact. 

Evaneos27, a French company, specialises in sustainable, tailor-made travel by connecting travellers 
directly with local experts. The company has put sustainability at the core of its efforts and business 

24 https://monitor-industrial-ecosystems.ec.europa.eu/industrial-ecosystems/tourism 
25 https://www.enaire.es/home_en 
26 https://www.enaire.es/en_GB/2021_12_23/ndp_enaire-launches-green-sky 
27 https://www.evaneos.de/ 

16 

 
 
 
model. Evaneos, which was also interviewed as part of the study, is a digital marketplace that brokers 
between travellers and local agencies, which are required to follow strict environmental and social 
policies. As part of their commitment to sustainability, they calculate the emissions implied in the 
travel experiences they sell, with a view to helping reduce them by adjusting their offer. Last but not 
least, Evaneos has implemented the Better Trips Fund, through which a percentage of their revenues 
is invested to support environmental projects. Evaneos has committed to cutting emissions by 50% 
by 2030 and achieving net-zero by 2050, as part of their sustainability efforts, by signing the Glasgow 
Declaration on Climate Action in Tourism. 

In the field of hotels and accommodation, Hotel St. Daniel28 in Slovenia is one example of an organic 
hotel built of 100% recycled wood and serving organic food in its restaurant. The hotel is ecological 
from  the  wines  and  ingredients  used  in  the  kitchen  to  washing  laundry  and  running  the  hotel 
operations.  

Despite  the  growing  adoption  of  environmental  measures,  evaluating  their 
effectiveness is challenging because the success of these initiatives depends on 
external factors within the broader ecosystem. For example, when hotels implement 
new  recycling  processes,  their  effectiveness  may  be  limited  without  complementary 
investments  from  local  municipalities  in  waste  management  infrastructure.  Another 
example pertains to energy-saving measures that can conflict with regulations aimed at 
preserving historical heritage. As observed in fieldwork, hotels situated in historic buildings 
or districts are often subject to cultural heritage regulations, which impose restrictions on 
interventions  like  installing  solar  roof  panels.  Last  but  not  least,  sustainable  sourcing, 
especially for biodegradable materials, remains underdeveloped as supply chains have yet 
to meet growing demand in the hospitality sector.  

According  to  both  the  fieldwork  carried  out  as  part  of  this  project  and  the  most  recent 
Eurobarometer 2024, there are significant challenges in pursuing environmental resource 
efficiency. Administrative/legal complexities are the most widely reported challenge (35% 
of respondents), followed by the complexity of environmental reporting (28%), the costs 
of environmental initiatives (27%), the difficulty to adapt environmental legislation to the 
company specificities (27%), the fact that the technical requirements of the legislation are 
not up to date (27%). 

The fieldwork conducted in the framework of this study, involving actors in the hospitality 
sector as well as startups and cluster organisations in tourism, has confirmed the above 
challenges and revealed that the shift to green operations mean different things in different 
segments of the tourism ecosystem. For instance, in the hospitality sector, the challenges 
faced include the initial high investment costs and the lack of technical know-how in the 
local labour market, an aspect that is particularly significant for small and medium-sized 
enterprises  (SMEs).  Companies  emphasised  that  adopting  sustainable  practices  is 
necessary for regulatory compliance and that green certifications improve brand reputation 
and customer loyalty. 

Figure 4: Difficulties when trying to set up resource efficiency actions 

Complexity of administrative or legal procedures

35%

Difficulty to adapt environmental legislation

Legal technical requirements out of date

Cost of environmental actions

Lack of specific environmental expertise

Difficulty in choosing the right resource efficiency actions

Complexity associated with environmental labelling and
certification

Lack of demand for resource efficient products or services

Lack of supply of required materials, parts, products or
services

27%

27%

27%

25%

22%

19%

17%

15%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Source Eurobarometer 2024 

28 https://www.stdaniel.si/en/ 

17 

 
 
 
2.1.2. Environmental  startups  supporting  the  green  transition  of 
tourism  

Analysing  the  dynamics  of  startup  creation,  growth  and  investment  is  essential  for 
understanding  the  green  transition  in  tourism,  as  startups  signal  emerging  trends  and 
potential  disruptions.  Their  approaches  to  sustainability  and  resource  efficiency,  provide 
insights into future industry directions, in relation to business models, market demand and 
investment  priorities.  The  analysis  of  Crunchbase29  and  Net  Zero  Insights30  identified 
2 023 active innovative startups in tourism established after 2015 that indicates 
a growth compared to a year ago (when 1 700 startups were registered although with 
a slightly different methodology). Taking into account business demographics in tourism, 
which  show  a  2%  growth  in  the  number  of  enterprises  from  2022  to  202331  in 
accommodation  and  food  services,  travel  agency,  tour  operator  and  other  reservation 
services, and cultural activities, this further demonstrates a positive startup environment 
that supports innovation. 

Out  of  these  innovative  startups,  158  (8%)  focused  specifically  on  improving 
environmental sustainability. Environmental startups in tourism often connect demand 
and supply for ecological tourism services in specific niches, foster travel experiences that 
create links to the local hosts and aim at saving environmental resources. The typology of 
these environmental startups is similar as found in the EMI tourism report in 2023. Startups 
are linked to topics such as the rental and sharing services, alternative sustainable 
tourism  (including  online  travel  agencies  with  a  sustainable  concept),  and  recycling 
solutions. Sustainable mobility remains also an important topic. 

Nearly 10% of the above presented tourism startups focusing on environmental 
sustainability were able to scale beyond 51 employees, while only 6 were acquired. 
This  demonstrates  the  significant  challenges  these  companies  face  in  scaling  within  a 
competitive  market,  where  growth  is  often  hampered  by  high  operational  costs,  market 
saturation, and the need for substantial investment to develop technology-driven services. 
The limited acquisition rate also underscores the challenges these startups face in securing 
strategic partnerships or buyouts, which are often crucial for growth and expansion in such 
a capital-intensive industry. 

An  example  for  scaling  up  is  Fairmoove32  in  France  that  is  a  digital  travel  agency  that 
promotes  environmentally  responsible  tourism.  It  ensures  that  tourists  and  local  people 
have a satisfying and sustainable travel experience while minimising the negative effects 
of travel and tourism on the environment and society.  

Other examples include: 

•  ResQ Club33, founded in 2015, is a Finnish company that helps reduce food waste by 
connecting  consumers  with  surplus  food  from  restaurants,  cafes,  and  grocery  stores 
through  its  app.  Users  can  buy  this  surplus  at  discounted  prices,  supporting 
sustainability. The company operates in Finland, Sweden, and Estonia, with a mission 
to bring food waste to zero.  

•  bstoked34,  a  German  startup,  is  a  platform  dedicated  to  organising  and  promoting 
kitesurfing holidays around the world. It offers unique kitesurfing trips, including kite 
camps, kite cruises, and beginner or advanced tours, connecting travellers with local 
hosts.  The  platform  focuses  on  eco-conscious  travel  experiences,  helping  kitesurfers 
explore global destinations while fostering local tourism economies. With a user-friendly 

Eurostat 

29 See: https://www.crunchbase.com/  
30 See: https://netzeroinsights.com/  
31 
Statistics 
https://ec.europa.eu/eurostat/databrowser/view/sbs_sc_ovw__custom_16138037/default/table?lang=en 
32 https://www.fairmoove.fr/ 
33 https://www.resq-club.com/ 
34 https://www.bstoked.net/ 

Enterprise 

class 

size 

and 

per 

– 

NACE 

rev  

18 

 
 
booking system and direct contact with local providers, bstoked ensures transparency, 
sustainability, and adventure for kitesurf enthusiasts. 

Other startups focus on recycling and waste management (solutions for food waste) and 
environmentally  friendly  tourism  services.  A  notable  example  is  Ozarka  B.V.,  based  in 
Amsterdam,  which  is  a  circular  economy  company  providing  reusable  food  and  drink 
packaging solutions to restaurants, food vendors, and professional catering companies. 

2.1.3. Private investments 

The uptake of green technologies as presented above by the analysis of traditional tourism 
businesses and innovative green tech startups is mirrored by the patterns of investment 
described below.  

Companies in the tourism ecosystem mainly rely on internal financial resources to enhance 
resource  efficiency  and  offer  green  products  and  solutions.  The  Eurobarometer  results 
show this, with 59% of companies declaring to have used their own financial resources to 
be more resource efficient.  

Figure 5: Use of financial resources for resource efficiency and producing green products or services 

Source: Eurobarometer survey 2024, n=640 

The survey also indicates that as of 2024, 26% of tourism companies have opted not 
to invest in resource efficiency, and of the companies that do invest, nearly half 
(49%) allocate less than 5% of their annual revenue toward such initiatives. This 
pattern  of  investment  has  shown  minimal  fluctuation  from  2021  to  2024, 
suggesting a stable yet low level of commitment to resource efficiency across the 
industry. Despite growing awareness of environmental concerns, the limited investment 
might reflect barriers such as financial constraints, limited access to green technologies, 
or  a  lack  of  strong  regulatory  incentives  that  drive  resource  efficiency  within  tourism 
companies. 

Figure 6: Share of annual revenue invested on average per year to be more resource efficient. 

Share of annual revenue invested on average per year to be more resource efficient

30%

25%

20%

15%

10%

5%

0%

25%

23%

26%

26%

27%

26%

7%

8%

4%

1%

1%

1%

Less than 1% of
annual revenue

1- 5% of annual
revenue

6- 10% of annual
turnover

11- 30% of annual
turnover

More than 30% of
annual revenue

Nothing

Source: Eurobarometer survey 2024, n=640 

2021

2024

The EMI Enterprise survey 2024 found that majority of companies either do not invest 
or invest less than 1% of their annual turnover into environmental technologies 
and  measures.  However,  it  should  be  noted  that  the  surveyed  companies  are 
planning to invest more in the future. For example, the share of companies planning 
to invest 1-5% of annual turnover increased from 20 to 23%.  

19 

 
 
 
Figure 7: Current and planned investments in environmental technologies and measures. 

Planned investments in environmental technologies and
measures

33%

23%

26%

14%

3%

1%

3%

1%

Current investments in environmental technologies and measures

37%

20%

30%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1%

Less than 1% of annual turnover

1-5% of annual turnover

6-10% of annual turnover

11-30% of annual turnover

More than 30% of annual turnover Nothing

Don’t know/No answer

Source: EMI Enterprise survey 2024, n=605 

Estimates for venture capital (VC) investment into environmental companies specialised in 
tourism and tourism startups that have environmental protection as a core activity have 
been derived from Crunchbase and Net Zero Insights databases. Together, these sources 
provide  insights  on  VC  funding  in  Europe  for  tourism  and  its  relationship  to  the  green 
transition. Companies captured in this analysis include for example Squake35, which is an 
industry  solution  for  sustainable  travel,  offering  an  end-to-end  platform  that  calculates 
accurate carbon emissions and provides tangible compensation. Another example is Sea 
Going Green36 which is an environmental consultancy that assists tourist companies to go 
green for sustainability and ocean protection. 

Venture capital investment has fluctuated over the last decade, reaching a peak in 2021 
(where over EUR 730 m were invested) and falling sharply to less than EUR 29 m in 2023. 
Travel startups have historically been underfunded at the global level, receiving 
only  about  1%  of  total  startup  funding,  despite  the  sector’s  significant 
contribution  to  global  GDP.  However,  from  2020  to  2022,  there  was  a  notable 
increase  in  investment,  with  approx.  EUR  25  bn  invested  globally,  driven  by 
changes in traveller preferences and market consolidation37. 

Figure 8: Venture capital and private equity investments into environmental companies specialised in tourism the 
EU27 

35 https://www.squake.earth/ 
36 https://www.seagoinggreen.org/ 
37 
https://www.mckinsey.com/~/media/mckinsey/industries/travel%20logistics%20and%20infrastructure/our%20insight
s/travel%20startups%20disruption%20from%20within/travel-startups-disruption-from-within-or-not.pdf 

disruption 

within–or 

McKinsey 

startups: 

(2023). 

Travel 

from 

not? 

20 

 
 
 
 
800

700

600

o
r
u
E

n
o

i
l
l
i

M

500

400

300

200

100

0

734,53

713,33

189,26

264,86

312,98

46,31

27,35

88,74

28,69

2015

2016

2017

2018

2019

2020

2021

2022

2023

Source: Technopolis Group based on Crunchbase and Net Zero Insights 

Despite this global uprise in VC funding, the EU’s market fragmentation creates challenges 
both  for  scaling  and  for  localised  innovation.  Investors  have  therefore  favoured  more 
established  European  startups,  making  it  harder  for  early-stage  companies  to  secure 
funding.  

Figure 9: VC investment into the green transition of tourism startups 

o
r
u
E

n
o

i
l
l
i

M

800

700

600

500

400

300

200

100

0

602,5

678,9

Late VC

Early VC

Seed

180,3

2015

21,4

2016

24,0

2,3
1,5
2017

244,4

5,7
15,1

2018

67,9

15,3
5,6
2019

209,7

5,4

97,8

6,5

133,6

2020

2021

32,3

4,2
2022

11,8

5,6

7,8

2023

Source: Technopolis Group based on Crunchbase and Net Zero Insights 

The VC investment was concentrated on late VC across all years except 2020. Late VC – 
on average- accounted for nearly 70% of all the investment in the period considered. Seed 
capital received, on average 14% of the funding over the years, whereas early VC accounts 
for the remaining 16%.  

2.2. Framework conditions supporting the green 
transition 

To what extent do framework conditions such as public financing and skills 
support the green transition? 

- According to the analysis of the European Regional Development Fund (ERDF) data from 
the  2014–2020  period,  the  tourism  industrial  ecosystem  accounted  for  EUR  14.9  bn  in 
funding in the EU. Projects that addressed specifically the green transition of tourism 
accounted for over EUR 2.5 bn (16% of ERDF funding dedicated to tourism). 

21 

 
 
 
 
 
 
 
- The largest share of projects related to the green transition in tourism (47%) fall under 
the thematic objective 3: ‘Competitiveness of SMEs’. Green transition projects co-funded 
by  the  ERDF  in  tourism  cover  largely  hotel  or  infrastructure  refurbishment,  green 
space  development,  biodiversity  conservation,  and  environmental  education, 
promoting  sustainability  and  habitat  protection  and  lowering  electricity  usage 
and  greenhouse  gas  emissions,  enhance  energy  efficiency  in  businesses,  and 
support the adoption of renewable energy solutions across different industries. 

-  Throughout  the  Horizon  2020  programme,  over  EUR  27  m  was  allocated  to  projects 
related to the green transition of tourism, amounting to nearly EUR 4 m per year. In 
the  initial  four  years  of  Horizon  Europe,  close  to  EUR  14  m  was  spent  on  similar 
projects, averaging over EUR 4.7 m annually. 

- The proportion of projects co-funded under the EU’s framework programme for 
research and innovation and related to the green transition has been approx. 20-
24% annually over the period from 2014-2024. 

-  Organisations  in  the  tourism  industrial  ecosystem  employed  in  general  2  full  time 
employees in green jobs either partially or fully dedicated to environmentally focused tasks. 
However,  55%  did  not  employ  professionals  in  green  jobs  at  all  and  only  16% 
created a new position related to environmental protection in 2024. 

-  There  has  been  a  slow  progress  in  terms  of  the  number  of  professionals  with 
green  transition  related  skills.  The  share  of  professionals  registered  on  LinkedIn  and 
employed in the tourism industrial ecosystem with skills relevant to the green transition 
reached 2.6% in 2024, showing only a slight increase from 2022. 

- Looking at the level of sub-industries, the share of professionals with environmental skills 
has  been  the  highest  in  museums  notably  6.4%,  followed  by  4.7%  in  travel 
arrangements, and 2.4% and 1.5% in hospitality and restaurants (which employ a higher 
proportion of less skilled personnel). 

-  Critical  skills  gaps  in  the  tourism  industrial  ecosystem  relate  to  energy  and  water 
efficiency,  recycling  and  waste  management,  biodiversity  conservation  and 
sustainable transport modes. 

Framework  conditions  that  support  the  green  transition  refer  to  various  structural  and 
institutional  elements  that  create  an  enabling  environment  for  businesses  to  transition 
towards  more  sustainable  and  environmentally  friendly  practices.  These  conditions  are 
crucial for driving the adoption of green technologies and fostering circular economies. Key 
components  of  these  framework  conditions  include  public  funding,  skills  demand  and 
supply and demand-side factors among others that are analysed in the sections below.  

2.2.1. Public  investments  –  the  role  of  the  European  Regional 
Development Fund  

The European Court of Auditors (ECA)38 provided valuable insights into how public funding, 
particularly through the European Regional Development Fund (ERDF), supports the green 
transition  in  tourism.  The  report,  issued  in  the  aftermath  of  the  COVID-19  pandemic, 
reflects on the sector's future and highlights long-term sustainability challenges. 

The  ECA's  assessment,  based  on  a  sample  of  ERDF-supported  projects,  revealed  mixed 
results. While some initiatives were aligned with sustainability goals and regional tourism 
strategies,  others  faced  issues  such  as  poor  planning,  limited  impact,  delays,  and  cost 
overruns. The EMI monitoring framework builds on this line of reasoning by categorising 

38 European Court of Auditors (2021). EU Support to tourism. Need for a fresh strategic orientation and a better funding 
approach 
https://op.europa.eu/webpub/eca/special-reports/eu-support-in-tourism-27-
2021/en/index.html 

available 

here: 

22 

 
 
 
ERDF  projects  from  the  2014-2020  period  and  determining  whether  they  contributed  to 
the green or digital transition in tourism. 

This analysis spans both regional and national ERDF operational programmes and provides 
insights into the types of projects currently being pursued. As ERDF funds are aimed at 
fostering  territorial  cohesion,  with  resources  spread  across  the  EU  and  concentrated  in 
less-developed areas, examining these projects offers insights on how territories absorb 
innovations  and  adapt  them  to  their  unique  contexts,  contributing  to  the  broader 
sustainability agenda in tourism. 

These insights, are complemented by data on Horizon 2020 and Horizon Europe, which -
with the focus on innovative solutions and excellence at the EU level- have funded research 
and innovation initiatives benefiting the tourism sector across the following areas: 

•  Cultural tourism business models, driving economic growth, job creation, and 

social inclusion in rural areas.  

•  Sustainable tourism, balancing increased tourism with environmental protection 

and the preservation of cultural heritage. 

•  Digital technologies, promoting lesser-known destinations, ensuring tourism 

growth without overburdening local resources. 

According  to  the  analysis  of  ERDF  data  from  the  period  2014-2020,  a  total  of  50 574 
projects fall under the tourism industrial ecosystem. Of these, 8% (4 077) are classified as 
green projects.39  

In terms of funding, the tourism ecosystem received EUR 14.9 bn in ERDF support 
during the 2014–2020 period, with over EUR 2.5 bn (16%) allocated to projects 
supporting the green transition in tourism. 

The largest share of projects related to the green transition in tourism (47%) fall under 
the so-called thematic objective 3 of the 2014-2020 period namely: ‘Competitiveness of 
SMEs’. Such projects cover largely hotel or infrastructure refurbishment. The second 
largest share belongs to ‘Environment Protection and Resource Efficiency’ (32%). Projects 
under this category focus on  green space development, biodiversity conservation, 
and environmental education, promoting sustainability and habitat protection. The third 
largest  group  falls  under  the  category  of  ‘Low  Carbon  Economy’  (15%).  These  projects 
focus  on  lowering  electricity  usage  and  greenhouse  gas  emissions,  enhance  energy 
efficiency in businesses, and support the adoption of renewable energy solutions across 
different industries. 

Figure 10: Tourism projects focussed on green transitions in ERDF, organised by Thematic Objectives of Cohesion 
Policy 2014-2020 

39 In our monitoring framework the same project can be classified as contributing to both the digital and green transition 

23 

 
 
TO 7 - Network infrastructure in transport 
and energy
1%

TO 1 - Research and 
innovation
4%

TO 2 - Information 
and communication 
technology
1%

TO 6 - Environment 
protection and 
resource efficiency
32%

TO 4 - Low-carbon 
economy
15%

TO 3-
Competitiveness of 
SMEs
47%

Source: Technopolis Group based on the Khoesio dataset 

Projects related to ‘Research and Innovation’ (thematic objective 1), which account only 
for  3.7%  of  the  total,  focus  on  sustainable  tourism,  digital  environmental 
monitoring,  climate  change  research,  and  sustainability  standards.  They 
emphasise  innovation  and  collaboration  to  reduce  carbon  footprints  and  protect 
ecosystems.40 

The  Table  below  illustrates  various  types  of  projects  captured  by  the  EMI  monitoring 
framework as contributing to the green transition in tourism. 

Table 4: Typology of projects contributing to the green transition of tourism through ERDF 

Energy Efficiency and Renewable Energy Adoption in tourism facilities 

Photovoltaic installation on the building of Hotel Irys (Poland)41 

The project's goal is to achieve energy independence for the hotel Iris located in Lublin. 
This  initiative  aims  to  ensure  that  a  significant  portion  of  the  required  energy  will  be 
generated  from  renewable  sources,  specifically  solar  power.  Additionally,  any  excess 
energy produced will be sold to the grid. The project will involve purchasing fixed assets, 
installing a photovoltaic power plant with a capacity of at least 10.5 kW, and connecting 
it to the grid. 

Testing new solutions for sustainable tourism 

Zero-impact  tourism  between  water  and  land:  modular  amphibious  dwellings, 
environmentally sustainable housing for the eap delta and the Venice lagoon (Italy)42 

40  The  very  same  projects  classified  by  Policy  Objectives,  as  per  the  current  programming  period  show  that  47%  of 
projects fall under Policy Objective 2 - Greener, Carbon-Free Europe; 52% fall under PO1 - A Smarter Europe and only 
1% under Policy Objective 3 - A Connected Europe.  
41 https://kohesio.ec.europa.eu/en/projects/Q6726070 
42 https://kohesio.ec.europa.eu/en/projects/Q2074763 

24 

 
 
 
Energy Efficiency and Renewable Energy Adoption in tourism facilities 

The  project  aims  to  develop  an  innovative  and  eco-friendly  solution  for  sustainable 
tourism by introducing temporary modular housing systems on floating barges, designed 
for use in natural environments like the Venice Lagoon and the EAP Delta. The concept 
emphasises  harmony  with  the  surrounding  environment,  utilizing  natural  materials  to 
minimise ecological impact. These modular structures will seamlessly integrate into the 
landscape,  offering  a  low-impact,  flexible  housing  solution  that  adapts  to  the  natural 
context.  The  project  strives  to  create  a  sustainable  tourism  model  that  respects  and 
preserves the environment while providing unique, immersive experiences for visitors. 

Source: Technopolis Group based on the Kohesio dataset 

2.2.2. Public investments – the role of EU Framework Programmes 
for Research and Innovation 

The Commission’s key support instrument for research and innovation (R&I) is the Horizon 
Europe framework programme (2021-2027). The programme has opened several relevant 
calls, which can support sustainable tourism development: Systemic circular solutions for 
a  sustainable  tourism43,  EU  Capital  and  EU  Green  Pioneer  of  Smart  Tourism44  Cultural 
heritage and cultural and creative industries45, and New European Bauhaus calls46.  

Tourism operators typically are not investing in research and innovation in other related 
sectors47,  however,  specific  R&I  needs  go  beyond  tourism  (e.g.,  development  of 
sustainable  fuels  and  transport  technologies;  practices/technologies  for  efficient  use  of 
water  resources,  low-and  zero-energy  building  technologies).  Therefore,  in  the  analysis 
only projects with a direct link to tourism were selected as a result of the participation of 
a tourism stakeholder or due to the application of the technology in the tourism industry 
or  because  of  the  industrial  ecosystem  definition  which  includes  transport  (air,  water, 
land). 

Throughout  the  Horizon  2020  programme,  over  EUR  27  m48  was  allocated  to 
projects related to the green transition of tourism, amounting to nearly EUR 4 m 
per year. In the initial four years of Horizon Europe, close to EUR 14 m was spent 
on similar projects, averaging over EUR 4.7 m annually (following fractional counting, 
notably  not  allocating  the  full  project  amount  but  only  the  share  dedicated  to  project 
beneficiaries  from  the  tourism  ecosystem).  The  Figure  below  highlights  the  evolution  of 
projects related to the green transition in tourism, in Horizon2020 and Horizon Europe, the 
key funding programme for research and innovation of the EU.  

In general, while the funding for twin transition in tourism increased under Horizon Europe, 
the  share  of  funding  allocated  specifically  to  green  transition  decreased  compared  to 
Horizon 2020. More specifically, the analysis reveals that the proportion of projects 
related to the green transition have decreased, from 24% of tourism projects in 
Horizon2020 down to 20% in Horizon Europe (although one has to keep in mind that 
the Horizon Europe analysis is not yet the full period). 

43 See: https://ec.europa.eu/info/funding-tenders/opportunities/portal/screen/opportunities/topic-details/horizon-cl6-
2024-circbio-01-4  
44 See: https://ec.europa.eu/info/funding-tenders/opportunities/portal/screen/opportunities/tender-details/1d7f69f1-
11e9-44ba-9767-06feb02eab83-CN  
45 See: https://rea.ec.europa.eu/funding-and-grants/horizon-europe-cluster-2-culture-creativity-and-inclusive-
society/european-cultural-heritage-and-cultural-and-creative-industries_en  
46 See: https://new-european-bauhaus.europa.eu/funding/currently-open-and-forthcoming-calls_en  
47 Tourism transition pathway. See: https://single-market-economy.ec.europa.eu/sectors/tourism/eu-tourism-
transition/tourism-transition-pathway_en  
48  To  ensure  a  more  accurate  allocation  of  project  costs  and  funding,  a  fractional  counting  approach  has  been 
implemented. This involves assigning the root categories of each project based on their EuroSciVoc taxonomy to each 
industrial ecosystem based on their defining terms. Each project has been categorised based on its root categories and 
the  fraction  of  all  the  relevant  categories  has  been  determined.  The  project  funding  dedicated  to  each  industrial 
ecosystem has been calculated based on the fractions relevant for the industry in the case of each project. 

25 

 
 
Figure 11: EU Horizon2020 and Horizon Europe (latter is not full period only 2022-2024) funding dedicated to the 
green transition of the tourism industrial ecosystem 

Source: Technopolis Group based on CORDIS data 

The analysis of CORDIS open data allows to explore the type of projects pursued in these 
programmes.  Horizon  projects  focus  on  research  and  technology-driven  solutions, 
compounded with data-driven approaches, community engagement, and comprehensive 
frameworks applied in diverse touristic contexts, with a strong link to cultural and creative 
industries, urban solutions and sports. For example: 

•  RescueME Project-Equitable Resilience Solutions for Cultural Landscapes and 
Communities: RescueME aims to protect Europe's cultural heritage, which is vital to 
community  identity,  well-being,  and  the  economy  but  is  increasingly  threatened  by 
climate change and natural hazards. 

•  SnowRESolution  project:  The  ski  industry  is  increasingly  impacted  by  climate 
change,  with  shorter  seasons  due  to  reduced  snowfall  and  rising  temperatures. 
SnowRESolution by NeveXN offers an innovative solution, producing high-quality snow 
even when temperatures exceed 0°C without chemical additives.  

Although the EU research and innovation framework programmes support relatively few 
tourism projects, they play a vital role in fostering innovation, as evidenced by the success 
of green innovation initiatives.   

2.2.3. Skills for the green transition of tourism 

In the tourism industrial ecosystem, there is an increasing need for professionals who can 
integrate sustainable practices into their services. Such skills encompass knowledge and 
abilities related to energy efficiency, water management, the adoption of bioproducts and 
sustainable  tourism  services  among  others49.  Despite  some  progress,  substantial 
skills  gaps  remain,  especially  in  the  practical  implementation  of  environmental 
initiatives and in sustainability leadership as highlighted by the interviews conducted 
for this study. While the sector has increasingly valued skills related to compliance with 
environmental certifications, there is a pressing need to enhance transversal competencies 
relevant  for  the  green  transition  across  the  workforce  to  fully  align  with  the  EU’s 
sustainability objectives. This shift emphasises the need for professionals who can balance 
customer service with environmental responsibility. 

This section aims to analyse both the demand and supply of environmental skills within 
the tourism ecosystem. Regarding demand, it utilises experimental data from Cedefop’s 

49 See for example: https://nexttourismgeneration.eu/sector-skills-intelligence-monitoring-system/ 

26 

 
 
 
Knowledge  OVATE  database50,  particularly  the  Online  Job  Advertisement  tables.  To 
examine  the  supply  of  skilled  professionals  relevant  to  the  green  transition,  data  from 
LinkedIn has been utilised. LinkedIn, being the largest professional networking platform, 
offers rich information such as profile summaries, job titles, job descriptions, and fields of 
study, which can aid in identifying professionals with skills pertinent to the green transition. 
Both analyses have been complemented by the findings from the Eurobarometer and the 
EMI Enterprise Survey and further enhanced by desk research and interviews. 

As of April 2024, there were 5 147 796 tourism professionals registered on LinkedIn. When 
compared to Eurostat statistics on total employment, this suggests that an estimated 31% 
of professionals employed in tourism are active on LinkedIn, which should be taken into 
account  when  interpreting  the  results  presented  in  the  next  sections.  Tourism  industry 
professionals active on LinkedIn include mostly owners, managers, directors (travel and 
hospitality managers), but also food servers (as part of restaurants), receptionists, tour 
guides,  marketing  and  sales  specialists,  event  and  conference  coordinators. Despite  the 
limitations, the data can shed light on existing green skills and trends in the industry given 
the lack of other statistical data in this subject. 

The  CEDEFOP  Knowledge  OVATE-OJA  database  analyses  online  job  vacancies  across 
Europe  to  provide  critical  insights  into  labour  market  trends.  It  offers  a  comprehensive 
overview  of  skills  demand  in  different  sectors,  allowing  policymakers,  researchers,  and 
educators  to  track  and  understand  evolving  needs  in  the  workforce.  By  collecting  and 
categorising job vacancy data from numerous European countries, OVATE provides detailed 
information on the qualifications and competencies that employers are seeking. This makes 
it an invaluable resource for identifying emerging trends in occupations and helping shape 
decisions in education, vocational training, and employment policy. 

The analysis of green transition related skills followed the definition of Cedefop, notably 
“the  knowledge,  abilities,  values  and  attitudes  needed  to  live  in,  develop  and  support  a 
sustainable and resource-efficient society” (Cedefop, 2012). Green skills have been defined 
as skills related to environmental protection, environmental services, resource efficiency, 
biodiversity,  low  carbon  technologies,  renewable  energy,  the  circular  economy,  waste 
management, management of food waste, and clean production technologies and business 
models related skills (the list of keywords that have been used and are possible to track 
with the algorithm of LinkedIn is included in Appendix B). 

2.2.3.1. Supply of skills relevant for the green transition 

The  Eurobarometer  2024  indicates  that  organisations  in  the  tourism  industrial 
ecosystem  employed  in  general  2  full  time  employees  in  green  jobs  either 
partially or fully dedicated to environmentally focused tasks5152. 55% indicated that 
they do not employ any professionals in green jobs and 37% of the companies have 1-5 
employees only. In addition, the EMI Survey 2024 found that a low share notably 16% of 
companies  in  tourism  created  any  new  positions  or  job  titles  dedicated  to 
environmental sustainability over the past five years. 

50 Available online: https://www.cedefop.europa.eu/en/tools/skills-online-vacancies  
51 The exact average is 1.63 
52 Eurobarometer survey 2024 

27 

 
 
 
 
Figure 12: Number of full-time employees that work in green jobs some or all of the time in the tourism industrial 
ecosystem in the EU27 in 2024 

Source: Eurobarometer 2024 

Figure 13: Share of tourism companies that created new positions or job titles in environmental sustainability 
over the past five years 

16%

of Tourism companies created any new positions / job titles 
dedicated to environmental sustainability over the past five 
years

Source: EMI Enterprise Survey 2024 

To gain insights into the supply of skilled professionals, LinkedIn data has been utilised. As 
of April 2024, there were 5 147 796 tourism professionals registered on the platform. 
Tourism  industry  professionals  active  on  LinkedIn  include  mostly  owners,  managers, 
directors (travel and hospitality managers), but also food servers (as part of restaurants), 
receptionists,  tour  guides,  marketing  and  sales  specialists,  event  and  conference 
coordinators.  

The  tourism  industry  is  highly  labour-intensive,  demanding  a  mix  of  organisational, 
communication, and management skills from its workforce. In recent years, the ecosystem 
has increasingly required environmental skills, as sustainability becomes more integral to 
its operations. Employees must now be equipped to manage resources efficiently, reduce 
environmental impact, and promote sustainable practices in areas such as eco-tourism and 
green hospitality initiatives. This shift reflects broader trends in the industry, emphasising 
the  need  for  professionals  who  can  balance  customer  service  with  environmental 
responsibility. 

Despite  these  trends,  the  share  of  professionals  registered  on  LinkedIn  and 
employed  in  the  tourism  industrial  ecosystem  with  skills  relevant  to  the  green 
transition  reached  2.6%  in  2024,  showing  an  increase  from  2022  (see  Figure 
below).  This  low  share  may  be  attributed  to  the  tendency  of  tourism  companies  to 
for 
outsource  environmental 
environmental development initiatives (as the analysis of startups in the previous sections 
also demonstrate). 

functions  and  subcontract  external  organisations 

28 

 
 
 
 
 
 
Figure 14: Share of professionals in tourism with skills relevant for the green transition in the EU27 

Source: Technopolis Group based on LinkedIn 

Looking at the level of sub-industries, the share of professionals with environmental 
skills has been the highest in museums notably 6.4%, followed by 4.7% in travel 
arrangements, and 2.4% and 1.5% in hospitality and restaurants (which employ a higher 
proportion of less skilled personnel). This disparity can be attributed to these sub-industries 
employing  a  higher  proportion  of  less-skilled  personnel,  making  the  integration  of 
specialised  environmental  skills  less  prevalent  despite  the  growing  importance  of 
sustainability initiatives. 

The most relevant green transition skills are related to environmental management such 
as  certifications,  standards  similarly  as  in  2023,  followed  by  energy  saving  technologies 
and recycling. The slight increase in the number of professionals with such skills indicates 
a growing recognition of the importance of the green transition in the industry.  

Figure 15: Share of professionals with a specific green transition skill within the tourism industrial ecosystem in 
the EU27 and with a profile on LinkedIn 

Source: Technopolis Group based on LinkedIn, data download September 2024 

2.2.3.2. Demand for skills relevant for the green transition 

Critical skills gaps in the tourism industrial ecosystem relate to energy and water efficiency, 
recycling  and  waste  management,  biodiversity  conservation  and  sustainable  transport 
modes  as  highlighted  by  interviews  and  where  further  skill  development  is  necessary53. 
These skills are crucial for fostering sustainable tourism practices and aligning the industry 
with international climate goals, such as those outlined in the Paris Agreement. Addressing 
these gaps requires the implementation of more structured Environmental Management 
Systems  (EMS)  and  dedicated  training  programmes  within  tourism  and  hospitality  to 
bridge the divide between current skills and those needed for future sustainability efforts. 

Understanding  the  skills  within  the  supply  chain  is  equally  important  as  in  the 
hospitality sector the required skills extend beyond those directly related to tourism. For 
instance,  suppliers  of  equipment  related  to  energy  efficiency  must  also  possess  the 

53 See also Carlisle, S., Ivanov, S., Dijkmans, C., & Marco-Lajara, B. (2022). Environmental skills gaps in tourism and 
hospitality organisations: Evidence from Europe. Tourism, 70(3), 411-431. https://doi.org/10.37741/t.70.3.6 

29 

 
 
 
 
technical expertise to properly maintain and service such equipment. Availability of such 
skills may vary across geographical areas.  

Specific  to  the  tourism  industrial  ecosystem54,  there  were  more  than  10  million  unique 
online job advertisements from companies between 2019-2023 in the EU2755. These job 
advertisements  have  been  text-mined  and  the  required  skills  analysed  from  the 
perspective  of  the  green  transition.  Green  skills  are  most  importantly  related  to 
environmental  protection,  environmental  services,  environmental  sustainability, 
environmental  standards,  renewable  energy,  the  circular  economy,  recycling  and 
biodiversity. 

In  2023,  approximately  1-2%  of  online  job  advertisements  in  the  EU27  required  skills 
related to the green transition, amounting to a total of 21 343 job postings. While there 
was a decline in such advertisements between 2020 and 2021, the numbers have been 
steadily  rising  since,  reflecting  a  positive  trend  and  growing  demand  for  environmental 
skills.  This  upward  trajectory  aligns  with  findings  from  the  2023  EMI  report,  which  also 
highlighted the consistent increase in the share of online job advertisement in total seeking 
green transition competencies. 

Figure  16:  Share  of  online  job  advertisements  with  a  requirement  for  environmental  skills  in  the  tourism 
ecosystem in the EU27 

30000

25000

20000

15000

10000

5000

0

2019

2020

2021

2022

2023

Number of job advertisements with a skills requirement for the green transition

Source: Technopolis Group elaboration from CEDEFOP OVATE-OJA database 

The Net Zero Roadmap for Travel & Tourism report highlighted several areas where skills 
and expertise are needed to support the transition to net-zero emissions.  

•  Carbon  Measurement  and  Reporting:  There  is  a  significant  demand  for 
professionals  who  can  accurately  measure  and  categorise  emissions,  especially 
Scope 3 emissions. This includes understanding how to conduct carbon inventories, 
calculate baselines, and use tools like carbon calculators.  

•  Decarbonisation Strategy Development: There is a need for skills in developing 
and  implementing  effective  net-zero  strategies.  This  includes  identifying  relevant 
decarbonisation  levers  and  understanding  the  impact  of  different  reduction 
initiatives. 

•  Sustainable  Procurement  and  Sourcing:  There  is  a  need  for  expertise  in 
sustainable sourcing and procurement practices to reduce emissions through supply 
chains. This includes understanding circular procurement and choosing low-carbon 
materials 

•  Understanding of Sustainable practices: The report highlights the importance 
of businesses becoming more sustainable, and that sustainability training is needed 
to reach that goal. 

54 In the case of the retail industrial ecosystem the dataset was filtered for the NACE industries as defined in the Annual 
Single Market Report. 
55 As captured in the Cedefop SkillsOvate database 

30 

 
 
 
•  Certification  Standards:  There  is  a  need  for  professionals  with  expertise  in 
sustainability certifications. Businesses in the travel and tourism sector can benefit 
from  employees  with  a  solid  understanding  of  the  various  certification  programs 
such as EarthCheck, Green Key and Hotel Sustainability Basics. 

•  Understanding of emerging technologies: Businesses need professionals that 
can understand the emerging technologies, and the need to evaluate their potential. 
•  Capacity Building and Training: There is a need for professionals to develop and 
deliver sustainability training programmes for employees across the value chain. 
•  Awareness Raising: The industry needs experts who can raise awareness about 
climate  change  and  sustainable  practices  among  businesses,  customers  and 
stakeholders. 

2.2.4. Demand-side  drivers:  growing  environmental 
services, but not the primary choice driver 

tourism 

The  shift  towards  environmentally  friendly  practices  in  tourism  is  largely  driven  by  a 
growing  consumer  awareness  of  environmental  sustainability,  as  well  as  a  desire  to 
experience  travel  in  ways  that  are  more  connected  to  nature  and  local  cultures.  For 
instance,  many  travellers  now  show  a  preference  for  consuming  local  products,  using 
ecological modes of transport, and staying in accommodations that prioritise sustainable 
practices. However, these consumption patterns are still in transition, and several barriers 
hinder a more widespread adoption of green and circular consumption as highlighted by 
the interviews. 

Studies56  confirm  that  there  is  a  noticeable  shift  in  traveller  preferences  towards 
immersive, enriching experiences, including activities like hiking, cycling, wellness retreats, 
and culinary tours, rather than traditional sightseeing. This is accompanied by a growing 
demand  for  eco-conscious  travel,  with  tourists  favouring  destinations  that  promote 
responsible  tourism,  environmental  conservation,  and  local  community  welfare.  This 
extends to transportation choices, with more travellers opting for eco-friendly options like 
trains and bicycles, benefiting destinations with well-developed sustainable infrastructure. 
Interestingly, the notion of regenerative tourism is emerging, which emphasises rebuilding 
and restoring ecosystems, rather than merely minimising harm. It involves a broader focus 
on revitalising local communities and economies while reducing environmental impact. This 
trend aims to counter resource depletion and foster long-term sustainability. 

Limited academic research57 on sustainable consumption patterns in EU countries indicates 
that  EU  tourists  are  increasingly  aware  of  sustainability  and  exhibit  growing  interest  in 
green tourism. Environmental attitudes, knowledge, subjective norms, and emotional and 
conditional values significantly influence the green purchase intentions of both groups, also 
within tourism.58  

First, EU citizens are most willing to take are consuming locally sourced products on holiday 
(55%), reducing waste while on holiday (48%), traveling outside of the tourist high season 
(42%) and travelling to less visited destinations (41%).59  

Secondly, some EU tourists also seek eco-certifications and green services, reflecting their 
consciousness about environmental issues. According to Flash Eurobarometer 499 survey, 
11%  of  EU  citizens  base  their  destination  on  the  sustainability  certification  of 

56 Tihinen, M., & Salvador, M. (2024). Boosting the uptake of digitalisation, innovation, and new technologies in tourism 
through  transnational  cooperation  and  capacity  building.  Lapland  University  of  Applied  Sciences,  NEST  -  Tourism 
Innovation Center, 1-37. 
57 See Vilkaite-Vaitone, N. and Tamulien (2024). Vilkaite-Vaitone, N., & Tamuliene, V. (2024). Unveiling the untapped 
potential of green consumption in tourism. Sustainability, 16, 230. https://doi.org/10.3390/su16010230 
58 Nekmahmud et al. (2022) 
59 
Eurobarometer 
https://mint.gov.hr/UserDocsImages/2022_sustainable/220429_EU_attitudes_eurobarometar.pdf 

Europeans 

Attitudes 

towards 

tourism 

Report 

2021. 

Flash 

See: 

499 

of 

31 

 
 
accommodation  and  attractions.60  Importance  of  consumption  eco-certifications  is  also 
more prevalent among tourists from countries like the Germany, Cyprus and France, where 
awareness of green tourism is high. For example, Flash Eurobarometer 499 survey found 
that  the  share  of  respondents  who  take  into  account  the  sustainability  certification  of 
accommodation and attractions while choosing a destination to visit is 22% in Germany, 
17% in Cyprus and 16% in Luxembourg61.  

As a response, tourist accommodation establishments have shown increasing interest in 
the  EU  Ecolabel  which  is  a  ‘best  of  class’  type  of  label  which  can  be  awarded  to  tourist 
accommodation  services  with  excellent  environmental  performance62.  More  specifically, 
138 new licences (+30%) between March 2022 and September 2023 have been issued, 
raising the total number of EU Ecolabel tourist accommodation services to 620. 

Despite  the  above,  safety  and  affordability  remain  critical  factors  in  driving 
consumers’ choices. Indeed, the fieldwork indicates that, in terms of hotel stays, price 
is still the major element in driving choices, however, commitment to sustainability may 
be  more  relevant  to  the  loyalty  of  the  client.  One  of  the  main  challenges  is  the  cost 
associated  with  more  sustainable  options.  While  eco-consciousness  is  rising,  many 
consumers are not willing to pay the premium prices that often accompany eco-friendly 
travel and services. Another barrier lies in the limited availability of ecological services in 
some regions. While urban centres and well-known tourist destinations might offer eco-
certified accommodations and sustainable mobility options, such offerings are often sparse 
in  rural  or  remote  areas,  making  it  difficult  for  travellers  to  maintain  environmentally 
friendly practices throughout their journeys.  

Last  but  not  least,  the  significant  demand  for  air  travel,  indicates  that 
environmental  concerns  of  tourists  are  overall  of  limited  significance  when  it 
comes to CO2 emissions. 

2.3. The impact of the industrial ecosystem on the 
environment 

How is the industrial ecosystem’s impact on the environment changing? 

- Tourism's environmental impact has seen only limited improvements, with some 
areas showing deterioration compared to pre-pandemic levels. This highlights the 
persistent  and  multi-dimensional  environmental  footprint  of  the  tourism  ecosystem, 
encompassing  CO2  emissions,  resource  consumption,  pollution,  water  extraction,  and 
beach  litter.  Environmental  challenges  associated  with  tourism  are  considerable  and 
difficult to balance with the growth of the sector 

-  CO2  and  particulate  matter  emissions  based  on  production  account  have 
remained stable over time (indicating that hotel, restaurants and travel agency services 
have  a  stable  energy  consumption  pattern).  Additionally,  emissions  from  consumption 
travel have risen as part of a broader post-pandemic-recovery leading to an increase in 
CO2 emissions.  

- Material extractions have been increasing over the entire period of 2016 to 2022, 
with an average annual growth of 5.53%. 

499 

Flash 

Flash 

Attitudes 

Eurobarometer 

60 
https://mint.gov.hr/UserDocsImages/2022_sustainable/220429_EU_attitudes_eurobarometar.pdf 
61 
https://mint.gov.hr/UserDocsImages/2022_sustainable/220429_EU_attitudes_eurobarometar.pdf 
62  European  Commission:  Directorate-General  for  Internal  Market,  Industry,  Entrepreneurship  and  SMEs,  Transition 
pathway  for  tourism  –  Taking  stock  of  progress  by  2023,  Publications  Office  of  the  European  Union,  2024, 
https://data.europa.eu/doi/10.2873/775069 

Eurobarometer 

Europeans 

Europeans 

Attitudes 

towards 

towards 

tourism 

tourism 

Report 

Report 

2021. 

2021. 

See: 

See: 

499 

of 

of 

32 

 
 
 
 
- Waste production is still a key concern. Beach waste has been increasing over the 
years. In particular, the overall median value for plastic items found per 100 m on European 
beaches was 481 in 2022, compared to 121 in 2013. 

- Land use measured in square kilometres showing a recent surge. The increase in 
land use aligns with statistics showing a rise in European hotel construction projects, which 
saw a significant surge in 2024. 

This section summarises the main indicators that capture the environmental impact of the 
tourism industrial ecosystem. It also reflects on the progress made over time and to what 
extent targets are being reached. It reports on impacts, through primary and secondary 
sources  of  data  that  examine  the  progress  made  over  time  including  data  on:  1)  GHG 
emissions, 2) Particulate matter emissions, 3) Material extraction and 4) Water and land 
usage. The data is based on the Exiobase63 database, which provides input-output tables, 
estimating emissions and resource extractions by industry.  

International  tourism  has  reached  close  to  pre-pandemic  levels  in  2024,  with  Europe 
recovering  99%  of  their  pre-pandemic  arrivals64.  The  ease  of  travel  within  Europe, 
particularly with Romania and Bulgaria joining the Schengen area, the influx of visitors for 
events like the Paris Olympics, the rise of new destinations and popularity of established 
hotspots65  have  contributed  to  the  increase  in  tourism.  However,  this  boost  has  also 
brought  environmental  costs,  as  more  travel  has  led  to  higher  greenhouse  gas 
emissions from flights, trains, and road transportation.  

Environmental challenges associated with tourism are considerable and difficult 
to balance with the growth of the sector66. The carbon footprint of tourism is notable, 
largely  due  to  the  energy-intensive  nature  of  transportation  and  accommodation, 
contributing significantly to global CO2 emissions and exacerbating climate change. Mass 
tourism  poses  additional  challenges,  including  overcrowding,  resource  depletion,  and 
environmental  degradation,  which  can  significantly  impact  the  sustainability  of  popular 
tourist destinations. These effects are particularly severe in the EU, where local ecosystems 
and communities are under considerable pressure from high tourist volumes. Moreover, a 
comprehensive review of the academic literature67 has highlighted that tourism in Europe 
significantly  contributes  to  greenhouse  gas  emissions,  particularly  through  transport 
activities like long-haul flights. The review also underscores that European tourism is highly 
vulnerable to climate risks such as rising temperatures, sea level rise, and extreme weather 
events. 

The  pressure  on  natural  resources  is  also  substantial,  with  high  demands  for 
water  and  energy  leading  to  potential  resource  depletion,  especially  in  regions 
already  facing  scarcity.  Moreover,  increased  waste  in  areas  lacking  robust  waste 
management systems is also an increasing concern. Plastic pollution, particularly in coastal 
and marine environments is accumulating in bodies of water, threatening marine life and 
ecosystems. Indeed, the UN Tourism (2024)68 report on ‘The Integration of Biodiversity in 
National  Tourism  Policies’,  has  highlighted  that  tourism  has  a  significant  impact  on 
biodiversity,  leading  to  both  direct  and  indirect  ecological  consequences.  Direct  impacts 
include  habitat  destruction  from  infrastructure  development  (such  as  hotels,  roads,  and 
airports) and pollution from waste and sewage. Indirect impacts involve the disruption of 

See 

also: 

https://etc-corporate.org/news/european-tourism-reaches-new-highs-in-2024-as-travellers-plans-

63 https://www.exiobase.eu/ 
64 https://www.unwto.org/news/international-tourist-arrivals-hit-96-of-pre-pandemic-levels-through-july-2024 
65 
diversify/#:~:text=Europe's%20tourism%20industry%20continued%20its,%2C%20Italy%2C%20and%20the%20Net
herlands. 
66 OECD (2024). Tourism Trends and Policies 2024. OECD Publishing, WEF, 2024; Steiger et al 2023; the UNWTO 2024 
and the Transition Pathway for Tourism report 
67 Steiger, R., Demiroglu, O. C., Pons, M., & Salim, E. (2023). Climate and carbon risk of tourism in Europe. Journal of 
Sustainable Tourism. https://doi.org/10.1080/09669582.2022.2163653 
68 UN World Tourism Organization (2024). The integration of biodiversity in national tourism policies. UN Tourism, Madrid. 
https://doi.org/10.18111/9789284424900 

33 

 
 
 
local ecosystems through the introduction of invasive species, disturbance of wildlife, and 
the overuse of natural resources. The environmental impacts of tourism extend beyond the 
natural  environment  to  affect  local  communities.  The  increased  demand  for  resources, 
coupled  with  pollution  and  inadequate  waste  management,  can  lead  to  a  decline  in  the 
quality of life for residents, as reflected in recent anti-tourism movements recorded in the 
press69. 

There  have  been  only  limited  improvements  in  tourism's  environmental  impact 
over the past 5 years as the results of the analysis from Exiobase70 indicates, with some 
areas showing deterioration compared to pre-pandemic levels. This confirms the persistent 
and  multi-dimensional  impact  of  the  tourism  ecosystem  on  the  environment,  spanning 
across CO2 emissions, resource consumption, pollution, water extraction, and beach litter. 
The  graph  below  shows  the  level  of  CO2  emissions  of  EU27  in  megatons  in  tourism.  It 
presents both the production account, which evaluates impacts based on where products 
are  manufactured  (in  this  case,  within  the  EU27),  and  the  consumption  account,  which 
attributes  the  environmental  impacts  of  products  to  where  and  by  whom  they  are 
ultimately consumed, regardless of the production location. This includes impacts from the 
consumption  of  products  and  services  within  the  EU,  including  those  that  are  imported. 
The picture indicates that the bulk of CO2 emissions comes from consumption, rather than 
production of tourism. This is because the Exiobase dataset accounts for the impact of EU 
tourists  across  the  world,  in  other  words,  the  emissions  of  EU  tourists  far  exceed  those 
produced by the tourism ecosystem in the EU itself. 

CO2 and particulate matter emissions have remained stable over time (indicating 
that  hotel,  restaurants  and  travel  agency  services  have  a  stable  energy 
consumption pattern). Additionally, emissions from travel have risen as part of a broader 
post-pandemic-recovery,  leading  to  an  increase  in  CO2  emissions.  These  trends  are 
coherent with data from the International Energy Agency, which points out that aviation 
emissions (which correlate with CO2 emissions in tourism) rose in 2022 to reach nearly 
80% of their pre-pandemic peak in 2019, as any improved energy efficiency of fuels has 
not compensated the increased demands71.  

Figure  17:  CO2  emissions  of  EU27  in  megatons  in  the  tourism  industrial  ecosystem  (both  consumption  and 
production-based account) 

151,87

140,95

148,75

142,08

139,18

173,34

181,12

37,26

38,78

38,46

38,68

38,91

38,60

39,17

200,00

180,00

160,00

140,00

120,00

100,00

80,00

60,00

40,00

20,00

0,00

2016

2017

2018

2019

2020

2021

2022

Consumption-based

Production-based

Source: Technopolis Group calculations based on Exiobase 

In  2022,  direct  emissions  from  aviation  accounted  for  3.8%  to  4%  of  total  EU  GHG 
emissions.  Additionally,  aviation  generates  13.9%  of  transport  emissions,  making  it  the 
second  biggest  source  of  greenhouse  gas  emissions  in  the  transport  sector,  after  road 

69  See  for  instance:  https://www.euronews.com/travel/2024/07/06/malaga-for-living-not-surviving-locals-protest-
tourism-amid-rising-rents-and-gentrificatio 
70 https://www.exiobase.eu/ 
71 See: https://www.iea.org/energy-system/transport/aviation 

34 

 
  
 
transport72. Consequently, the CO2 airlines CO2 emissions in tourism ecosystem require 
additional focus. The overall climate impact from aviation is a combination of both its CO2 
and non-CO2 emissions (e.g. NOX, PM, SOX, water vapour and subsequent formation of 
contrail-cirrus clouds).73 

Aircraft engine emissions (mainly NOX and particulate matter) impact air quality around 
airports. Exposure to NO2 and ultrafine particles levels from aviation could be significant 
in residential areas in the vicinity of airports. The figure below provides an overview of the 
particulate matter emissions of EU27 in megatons. 

Figure 18: Particulate matter emissions of EU27 in megatons in tourism (Production Account) 

0,0174

0,0172

0,0170

0,0168

0,0166

0,0164

0,0162

0,0160

0,0158

0,0156

2016

2017

2018

2019

2020

2021

2022

Source: Technopolis Group calculations based on Exiobase 

Following rapid emission decline from 2019 to 2021, emissions increased again in 2022 as 
indicated by Exiobase data. This increase is due to increased growing number of flights, 
which have not yet reached the 2019 level. The growing particulate matter emissions are 
also combined with an increase in other non-CO2 emissions. For example, NOX emissions 
have grown faster than CO2 emissions since 2005 and are expected to continue to do so 
without further improvement in engine technology74. 

The  graph  below  provides  insights  into  material  extractions  in  tourism.  Material 
extractions have been increasing over the entire period of 2016 to 2022, with an 
average annual growth of 5.53%. Despite a slowdown during the pandemic and the 
consequent disruption of value chains brought by global instability and the energy crisis, 
material extraction reached its highest level in 2022 with 39.5 megatons.  

Figure 19: Material extractions (used and unused) in kilotons (Production Account) 

45.000

40.000

35.000

30.000

25.000
20.000
15.000

10.000

5.000
0

2016

2017

2018

2019

2020

2021

2022

Source: Technopolis Group calculations based on Exiobase 

72 See: https://climate.ec.europa.eu/eu-action/transport/reducing-emissions-aviation_en  
73 See: https://www.easa.europa.eu/sites/default/files/eaer-downloads/EASA_EAER_2025_Book_v5.pdf  
74 https://www.easa.europa.eu/en/domains/environment/eaer/overview-aviation-sector  

35 

 
 
 
 
 
Water extraction and pollution are also significant negative externalities of the 
tourism ecosystem. The graph below provides information on water extraction measured 
in million cubic meters. The indicator refers to water sourced from surface or groundwater 
resources incorporated into a good, used for a service, or returned to another source after 
the good or service has been produced, or returned at a different time. The graph shows 
a stable trend with water extraction fluctuating around 6.8 million cubic meters.  

Figure 20: Water Extraction in million cubic litres 

8

7

6

5

4

3

2

1

0

2016

2017

2018

2019

2020

2021

2022

Source: Technopolis Group based on Exiobase 

In  addition,  waste  production  is  still  a  key  concern.  Beach  waste  has  been 
increasing over the years. In particular, the overall median value for plastic items 
found per 100 m on European beaches was 481 in 2022, compared to 121 in 2013.  

Figure 21: Median litter items/100m found on European beaches in the period 2013-2022  

500

400

300

200

100

0

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

Source: European Environment Agency75  

A full picture of marine pollution can be found in the 2024 Marine Litter Watch Report 76. 
Litter is piling up in all aquatic systems, particularly on sea beaches, being their last stop 
on the journey. With at least 11 million tonnes of plastic ending up in global oceans every 
year,  plastics  make  up  the  bulk  of  marine  debris  along  beaches. Marine  litter  refers  to 
waste that has been improperly managed and subsequently discarded into the sea, rivers, 
on  land,  or  beaches,  eventually  making  its  way  to  the  sea  via  rivers,  sewage  systems, 

75 https://www.eea.europa.eu/en/circularity/sectoral-modules/plastics/litter-found-on-european-
beaches?activeTab=658e2886-cfbf-4c2f-a603-061e1627a515  
76 Šubelj, G., Veiga, J. M., Aydın, E.B., & Aydın, M. (2024). Marine Litter Watch – Europe’s Beach Litter Assessment 
(ETC BE Report 2024/1). European Topic Centre on Biodiversity and Ecosystems. Retrieved from: 
https://www.eionet.europa.eu/etcs/etc-be/products/etc-be-products/marine-litter-watch-2013-europe2019s-beach-
litter-assessment 

36 

 
 
 
 
 
stormwater  runoff,  or  winds.  According  to  Marine  Litter  Watch,  the  top  five  items  in 
European beaches (as a % of all items) are: 

•  Cigarette butts and filters (23.4%) 

•  Plastic pieces and fragments (between 2.5 cm and 50 cm of length) (9.5%) 

•  Polystyrene pieces (between 2.5 cm and 50 cm of length) (5.3%) 

•  Other identifiable plastic/polystyrene items (4.6%) 

•  Plastic caps/lids for drinks (3.9%) 

In particular, although there are fluctuations over time in marine and beach litter, it is clear 
that  European  beaches  are  not  reaching  the  Good  Environmental  Status  (GES)77.  The 
Marine  Litter  Watch  highlights  that  Mediterranean  Sea  and  the  Black  Sea  exhibit  higher 
levels of beach litter compared to the North-east Atlantic Ocean and the Baltic Sea, due to 
the higher tourism flow. As tourism is the most important source of beach litter amounting 
to 81.7% share78, leading countries in coastal tourism (Spain, Greece, Italy and France) 79 
demonstrate higher beach litter levels.   

Tourism  development  heavily  relies  on  the  availability,  quality,  quantity,  and  specific 
characteristics of land. It impacts all primary drivers of biodiversity loss, including land and 
sea  use  changes  that  lead  to  habitat  degradation,  direct  species  exploitation,  climate 
change acceleration, pollution, and the spread of invasive alien species80. The graph below 
provides information on land use measured in square kilometres showing a recent 
surge.  The  increase  in  land  use  aligns  with  statistics  showing  a  rise  in  European  hotel 
construction projects, which saw a significant surge in 202481.  

Figure 22: Land use in square kilometres of the tourism industrial ecosystem (consumption account) 

m
k
e
r
a
u
q
s

400.000

350.000

300.000

250.000

200.000

150.000

100.000

50.000

0

2015

2016

2017

2018

2019

2020

2021

2022

Source: Technopolis Group based on Exiobase 

77 For a definition of GES see here: https://environment.ec.europa.eu/topics/marine-environment_en 
78 Zalewska, T., Maciak, J., & Grajewska, A. (2021). Spatial and seasonal variability of beach litter along the southern 
coast of the Baltic Sea in 2015–2019-Recommendations for the environmental status assessment and measures. 
Science of the Total Environment, 774, 145716. 
79 Fernández-Macho, J., González, P., & Virto, J. (2024). How specialized are coastal tourism destinations in Europe?. 
Journal of Destination Marketing & Management, 31, 100856.  
80 Sorakunnas, E., Räikkönen, J., Konu, H., Grénman, M., & Tyrväinen, L. (2024). Biodiversity, leadership, and resilience 
in  a  national  sustainable 
Journal  of  Hospitality  and  Tourism,  1–19. 
https://doi.org/10.1080/15022250.2024.2332308 
81 
construction-at-the-end-of-q1-2024/ 

https://lodgingeconometrics.com/forty-five-percent-of-the-hotel-projects-in-europes-total-pipeline-are-under-

tourism  program. Scandinavian 

37 

 
   
 
 
The trends presented above are mirrored by the increasing concern with overtourism, with 
its  severe  environmental  consequences,  especially  in  rural  and  coastal  areas82.  These 
impacts  include  water  and  air  pollution,  soil  erosion,  and  wildlife  disturbance  in  fragile 
ecosystems,  particularly  where  visitor  numbers  are  concentrated  in  small  areas. 
Additionally,  overtourism  can  degrade  local  infrastructure  such  as  roads  and  waste 
management  systems.  Destinations  like  coastal  and  island  regions  are  particularly 
vulnerable due to their limited capacity to absorb large numbers of tourists.  

Despite  its  environmental  impacts,  well-managed  tourism  can  contribute  positively  to 
sustainability  by  serving  as  a  link  between  economic  growth  and  environmental 
conservation.  Properly  implemented  sustainable  practices  in  tourism  can  help  protect 
natural  resources,  support  local  economies,  and  promote  cultural  preservation,  aligning 
growth objectives with environmental and social goals83. 

82 Strasdas, W., Lund-Durlacher, D., Wolf-Gorny, L., Schuh, B., Badouix, M., Gaugitsch, R., Gorny, H., Münch, A., Weber, 
F.,  Priskin,  J.,  Wyss,  M.,  Brkanovic,  S.,  Eggli,  F.,  Kinga,  H.,  &  Rončák,  M.  (2022).  Unbalanced  tourism  growth  at 
destination  level  –  Root  causes,  impacts,  existing  solutions,  and  good  practices.  European  Commission. 
https://doi.org/10.2826/782120 
83 https://leadersinternational.org/results-insights/how-can-tourism-contribute-to-sustainable-development/ 

38 

 
 
 
 
3. Digital transition 

3.1. Industrial efforts towards digitalisation  

What is the progress of industrial efforts towards digitalisation? 

-  31%  of  tourism  companies  have  a  concrete  strategy  in  place  for  digital 
transformation in the tourism industrial ecosystem. 

- The EMI Enterprise survey revealed an increase in the uptake of digital technologies. 
The largest increase is seen in cloud technologies and artificial intelligence, the 
latter  increasing  by  nearly  15%,  and  the  Internet  of  Things,  which  increased  by  nearly 
10%. 

- The adoption rate of AI has doubled between 2023 and 2024 both in the case of travel 
agency,  tour  operator  and  other  reservation  services  and  less  so  in  the  case  of 
accommodation and food services.  

- In the tourism ecosystem, 46% of businesses that adopted AI did so within the 
past year.  

- 28% of tourism businesses use AI in marketing and sales. 

-  In  terms  of  startups,  artificial  intelligence  and  software  solutions  emerged  as 
major  technological  focus  areas.  The  former  represented  14%  in  2020  and  20%  in 
2023, the latter represented 30% of startups in 2020 and 60% of startups in 2023. Online 
travel  and  tourism  platforms  reached  a  peak  in  2019  in  terms  of  investment  before 
declining.  In  contrast,  investments  in  artificial  intelligence  surged  in  2022,  alongside 
software  technologies.  This  trend  reflects  the  dynamic  shift  in  digital  investments, 
particularly influenced by the COVID-19 pandemic. 

-  While  online  platforms  were  the  dominant  technology  area  developed  by  digital  tech 
startups  in  tourism,  the  share  of  new  companies  developing  these  platforms  decreased 
from 40% in 2015 to 10% in 2023. 

-  The  vast  majority  of  firms  invest  less  than  5%  of  revenues  across  all  the 
technologies. Only a handful of firms invest more than 30% of their turnover in digital 
technologies, concentrating on cloud (1.6%) and AI (2.6%). 

This  section  analyses  the  uptake  of  digital  technologies,  the  evolution  of  tourism  tech 
startups  and  private  investments  in  the  tourism  industrial  ecosystem.  It  explores  the 
progress  tourism  companies  have  made  in  integrating  digital  technologies  to  enhance 
operations, streamline processes, and improve customer experiences over the past years. 

3.1.1. Uptake of digital technologies  

The adoption of digital technologies has been explored through the CATI survey conducted 
as  part  of  this  project,  as  previously  discussed  in  the  section  on  the  green  transition. 
According to the survey results, 31% of companies have a concrete strategy in place 
for digital transformation in the tourism industrial ecosystem. 

Figure 23: Digital transformation strategy 

Does your company have a concrete 
strategy in place for digital 
transformation?

Source: EMI Enterprise Survey 2024 

31%

39 

 
 
 
 
The  Table  below  provides  an  overview  of  advanced  digital  technology  adoption  rate  by 
tourism companies.  

Table 5: Share of companies in the tourism industrial ecosystem that indicated to having adopted advanced digital 
technologies 

Digital Technologies

Cloud

Artificial Intelligence

Internet of Things

Big Data

Augmented and Virtual Reality

Blockchain

Robotics

Edge Computing

Share of adoption 
(2023)

Share of adoption 
(2024)

25.24%

8.01%

9.81%

13.60%

3.59%

1.79%

1.79%

37.07%

22.95%

19.67%

11.48%

7.65%

6.01%

2.73%

2.37%

Source: EMI Survey 2024 

The EMI Enterprise Survey revealed an increase in the uptake of all digital technologies 
except big data, which decreased from 13.6% in 2023 to 11.5% in 2024, although big data 
is increasingly recognised as being intrinsically connected to artificial intelligence.  

The  largest  increase  is  seen  in  cloud  technologies  and  artificial  intelligence,  the  latter 
increasing  by  nearly  15%,  and  the  Internet  of  Things,  which  increased  by  nearly  10%. 
More specifically: 

•  Cloud  technologies:  Tourism  enterprises  have  been  increasingly  realising  the 
potential of cloud computing and storage for their business. Cloud is one the main cost-
efficient technology enabling digital transformation of the companies. The proliferation 
of  cloud  service  providers  has  also  contributed  to  the  increasing  adoption  of  these 
technologies across multiple industries. As measured by Eurostat in its indicator called 
Use  of  cloud  computing  services,  by  economic  activity.  This  data  shows  that  the 
adoption  of  cloud  services  has  increased  over  the  period  increased  from  a  share  of 
16.4% in 2018 to a share of 32.1% in 2023 in the case of accommodation and food 
services84.  It  should  be  noted,  however,  that  the  use  of  cloud  computing  based  on 
Eurostat statistics was mostly for e-mail, office software and storage of files85.  

•  Artificial  Intelligence:  the  survey  results  indicate  that  22%  of  tourism 
organisations adopted AI in 2024. The related indicator in Eurostat that measures 
the  use  of  AI  by  enterprises  by  economic  activity  found  that  6%  of  enterprises  in 
accommodation and food service activities (10 persons or more) adopted at least one 
Artificial Intelligence technologies in 2024. The same Eurostat indicator was 24% in the 
case of travel agency, tour operator and other reservation service and related activities. 
In both cases, adoption rates have doubled since 2023. One potential explanation 
for  the  increase  in  the  use  of  AI  in  tourism  is  related  to  the  surge  in  the  use  of 
generative AI (e.g. ChatGPT).  

•  Internet of Things: The integration of IoT in the tourism sector can enhance tourist 
experiences,  improve  destination  management,  and  create  a  channel  for  efficient 
information  exchange.  Consequently,  the  adoption  of  the  IoT  in  the  ecosystem  is 

84See:https://ec.europa.eu/eurostat/databrowser/view/isoc_cicce_usen2/default/table?lang=en&category=isoc.isoc_e.i
soc_eb  
85See: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Cloud_computing_-
_statistics_on_the_use_by_enterprises  

40 

 
 
 
growing. IoT has been used most often for the purposes of monitoring tourist flows, 
followed by the use of IoT based products for energy saving86.  

As  a  general  rule,  the  actual  uptake  of  these  new  digital  technical  solutions 
depends very much on the segment of the value chain, the types of actors in the 
tourism ecosystem and their size. While large actors can navigate the digital transition, 
SMEs with smaller operations struggle to take advantage of this opportunity to the same 
extent. Interviews with experts in the hotel business specifically highlighted that the ability 
to  benefit  from  digitalisation  varies  depending  on  the  size  of  the  actors.  Small  hotel 
businesses have more limitations to implement strong digital transformation and scale the 
benefits.  

The adoption of big data has been challenged by several factors in the tourism industry:87 

•  Limited interoperability of tourism datasets: datasets particularly relevant for the 
operators  (depending  on  the  use  case  and  the  purpose  of  data  collection): 
accommodation  availability  and  demand;  travelling  opportunities  and  demand; 
environmental  and  social  impact  of  tourism;  and  offer  and  market  trends  cannot  be 
easily connected and shared. 

•  Limited access to data due to large number of data operators: Currently, tourism 
bookings  and  search-related  data  are  mostly  controlled  by  multi-national  platforms, 
giving no or limited access to the businesses that provide these tourism services (nor 
for public authorities). Data sets can also be catalogued both by private operators and 
by public authorities at national, regional and local levels creating a diverse, rich, and 
multilingual landscape, and bookings are managed both through platforms (large and 
small) and independently by providers. 

As  making  better  and  innovative  use  of  data  is  a  key  factor  to  boost 
competitiveness and innovation in tourism services, increasing the uptake of big data 
technologies is essential. To address this, the European Commission is working to launch 
data space for tourism. The data space would provide connections between relevant local 
and national data ecosystems and initiatives at EU level, exploitation of available data for 
better interconnection, exchange of information and reuse88. 

Use of Artificial Intelligence in tourism 

Given  the  rapid  emergence  of  AI  in  the  tourism  industry  over  the  past  few  years,  it  is 
crucial to explore how firms are adapting to and leveraging this transformative technology. 
Our survey indicates that in the tourism ecosystem, 46% of businesses that adopted AI 
did so within the past year. Moreover, only 18% of tourism businesses develop AI 
systems  in  house  and  a  third  (33%)  of  tourism  businesses  that  use  AI  rely  on  US 
service providers. Last but not least, 28% of tourism businesses use AI in marketing 
and sales. The findings confirm that AI is currently used largely for the efficiency gains 
that it provides.  

86Ordóñez, M. D., Gómez, A., Ruiz, M., Ortells, J. M., Niemi-Hugaerts, H., Juiz, C., ... & Butler, T. A. (2022). IoT 
technologies and applications in tourism and travel industries. In Internet of Things–The call of the edge (pp. 341-
360). River publishers. 
87 See: https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:52023XC0726(01)  
88 See: https://hadea.ec.europa.eu/calls-proposals/data-space-tourism_en  

41 

 
 
 
 
Figure 24: Share of companies using AI according to the business operation stage  

Marketing/sales

Service provision

Product/service design

27,78%

19,44%

16,67%

Production processes

10,19%

Human resources and recruiting

Finance

Business administration

Supply chain management

Material sourcing

6,48%

5,56%

5,56%

4,63%

3,70%

0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00%

Source EMI Enterprise Survey 2024, n=133 

27% of tourism businesses reported that AI had the most significant impact on 
their marketing processes. This includes AI-driven tools that help create promotional 
content,  assist  with  marketing  materials,  and  enable  more  targeted  campaigns.  AI's 
capabilities in analysing customer data, personalising recommendations, and automating 
social media content have proven particularly beneficial for companies looking to optimise 
their  marketing  strategies  and  engage  audiences  more  effectively.  These  technologies 
support tourism companies by enhancing customer outreach and providing insights that 
drive more efficient marketing decisions. As also found in the recent report of the World 
Tourism  Organisation89  (2025),  AI  algorithms  analyse  vast  amounts  of  data  to  provide 
personalised  recommendations 
for  destinations,  accommodations,  activities,  and 
attractions, enhancing the user experience and increasing customer satisfaction. Chatbots 
and virtual assistants offer instant responses to customer inquiries, assist with bookings, 
and  provide  support  throughout  the  travel  journey,  improving  customer  service  and 
reducing  operational  costs.  Hotels  are  also  increasingly  implementing  voice-activated  AI 
devices to provide guests with hands-free control over room features and services. 

19%  of  the  respondents  that  adopted  AI  are  using  it  to  automate  business 
processes  and  18%  to  analyse  data.  Use  cases  of  AI  by  hotels  and  travel  agencies 
focus predominantly on analysing market trends and forecasting customer behaviour. In 
addition,  AI-based  personalisation  and  recommendations  (including  virtual  agents  and 
chatbots) have also been pointed out.  

The EMI Enterprise survey of tourism businesses found that 71% of companies 
that  implemented  AI  technologies  reported  an  increase  in  productivity.  The 
estimated  boost  in  productivity  was  between  5-10%,  reflecting  the  potential  of  AI  to 
streamline  operations,  enhance  customer  engagement,  and  optimise  resource 
management in the tourism sector. However, despite these improvements, it is essential 
to recognise that initial implementation costs can pose a challenge, potentially slowing the 
speed of return on investment for some businesses. 

The majority of respondents (73%) said that they have not laid off any employees 
as a result of the use of AI systems. However, the types of job profiles that AI impacts 
the most and might also threaten include: 

•  Marketing professionals 
•  Sales agents 
•  Employees in customer service 
•  Purchasing. 

89  World  Tourism  Organization  and  Saxion  University  of  Applied  Sciences  (2025).  Artificial  Intelligence  Adoption  in 
Tourism, UN Tourism, Madrid, DOI: https://doi.org/10.18111/9789284426065. 

42 

 
 
 
3.1.2. Tourism tech startups 

The European tourism industry has witnessed a rapid rise in digital technology startups, 
which are revolutionising how tourism services are designed and delivered. These startups 
leverage  cutting-edge  technologies  such  as  artificial  intelligence  (AI),  augmented  and 
virtual  reality  (AR/VR),  blockchain,  and  big  data  analytics  to  enhance  customer 
experiences,  streamline  operations,  and  promote  sustainable  travel.  From  the  2 023 
innovative  tourism  startups,  1 554  were  digital  tech  startups  using  or  developing  an 
advanced digital technology and advancing the tourism industry.   

Several  innovative  startups  are  re-shaping  the  industry  or  form  strategic  alliances  with 
traditional  industry  players  enhancing  the  digital  transformation  in  tourism.  The  Table 
below provides some examples, across core tourism business segments. 

Table 6: European startups leveraging the digital transition for new tourism models 

Planning & 
Booking

Ticketing & 
Access:

Experience:

Traveling / 
Transportation:

Accommodation:

GetYourGuide (Berlin, Germany) focuses on making travel experiences more 
accessible through its booking platform. By integrating AI and mobile capabilities, it 
enables users to discover and book personalised, curated activities with ease. 
GetYourGuide has establishedg itself as a major player in Europe.

Tiqets (Amsterdam, Netherlands) specializes in simplifying access to cultural 
attractions with its real-time mobile ticketing system. By offering instant tickets to 
museums and attractions, Tiqets aims to reduce wait times and improve accessibility 
to cultural experiences.

Questo (Bucharest, Romania) offers a unique way for travelers to explore cities 
through its interactive, gamified app. By blending augmented reality (AR) with city 
exploration, Questo encourages deeper engagement with local culture, transforming 
sightseeing into an entertaining and educational experience.

GreenGo (Paris, France) is an eco-conscious travel booking platform offering 
sustainable accommodation and transportation options. By promoting eco-friendly 
travel alternatives, GreenGo supports the growing demand for responsible tourism, 
helping local communities while contributing to the preservation of the environment.

Lodgify (Barcelona, Spain) is an all-in-one SaaS solution that helps vacation rental 
owners and property managers to manage and market their accommodation business. 
It is a rental marketing software that simplifies vacation rental marketing. The 
software allows both vacation rental owners and property managers to create their 
own mobile-friendly website. 

Source: Technopolis Group based on Crunchbase 

The  graph  below  provides  insights  into  the  technological  focus  of  digital  tech  startups 
specialised  in  the  tourism  industrial  ecosystem.  Online  platforms  dominated  technology 
adoption until 2020, when other software and data analytics solutions began taking the 
lead in terms of share. Artificial intelligence (AI) and software solutions emerged 
as major technological focus areas. The former represented 14% in 2020 and 20% in 
2023, the latter represented 30% of start-ups in 2020 and 60% of start-ups in 2023. This 
shift can be attributed to businesses prioritising more customised and flexible digital tools, 
which  software  solutions  offer,  along  with  the  increasing  reliance  on  AI  for  automation, 
data analysis, and enhanced decision-making. AI's ability to optimise processes and drive 
innovation has made it an attractive option and impacting even the use of online platforms 
in tourism. 

43 

 
 
 
 
 
Figure 25: Evolution of digital tech startups driving the digital transition of the tourism industry 

3%

6%
2%

2%

13%

20%

55%

5%
2%

9%

22%

21%

40%

2%

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

6%

4%

6%
1%

17%

28%

5%

5%

7%

3%

12%

26%

2%

13%

2%

19%

28%

39%

41%

36%

5%

7%

14%

30%

45%

4%

13%

4%

20%

33%

27%

8%

4%

36%

40%

10%

20%

60%

12%

10%

2015
(n= 58)

2016
 (n= 64)

2017
 (n= 90)

2018
 (n= 58)

2019
 (n= 47)

2020
 (n= 44)

2021
 (n= 55)

2022
 (n= 25)

2023
 (n= 10)

Online platform
Internet of Things
Big Data and data analytics

Software solution
Augmented and Virtual reality

Artificial Intelligence
Blockchain

Source: Technopolis Group based on Crunchbase and Net Zero Insights 

While  online  platforms  were  the  dominant  technology  area  developed  by  digital  tech 
startups  in  tourism,  the  share  of  new  companies  developing  these  platforms  decreased 
from 40% in 2015 to 10% in 2023. On the one hand, this change can be attributed to the 
impact of Covid-19 and uncertainty regarding the future of tourism. On the other 
hand, startups in areas like augmented reality, virtual reality, and blockchain may 
find more opportunities to grow compared to those entering the online platform 
space, which is already dominated by established players such as Booking.com, 
Airbnb,  and  Expedia.  Unless  these  startups  offer  something  highly  innovative  and 
disruptive, they are likely to struggle against the market leaders. However, in emerging 
fields like blockchain and augmented/virtual reality, where no dominant players have yet 
emerged, there is a more favourable environment for new entrants to succeed.  

Additionally,  there  are  significant  challenges  in  applying  AI  within  the  tourism  sector, 
particularly  due  to  the  lack  of  accessible,  comprehensive  data  required  to  train  AI 
algorithms effectively. While there are ongoing efforts in this direction, legislative barriers 
regarding data use pose a major obstacle to entrepreneurship. Without reforms to make 
high-quality data more accessible, it will remain difficult to develop effective AI platforms 
and big data solutions in tourism. 

3.1.3. Private investments 

The uptake of digital technologies as presented above by the analysis of traditional tourism 
businesses  and  innovative  tech  startups  is  mirrored  by  the  patterns  of  investment 
described in the Table below.  

The results of EMI Enterprise Survey 2024 indicate that the vast majority of firms invest 
less than 5% of revenues across all the technologies. Only a handful of firms invest more 
than 30% of their turnover in digital technologies, concentrating on cloud (1.6%) and AI 
(2.6%).  

44 

 
 
 
 
 
Table 7: Firms’ investment in digital technologies 

Cloud

IoT

Big Data

Artificial 
Intelligence

AVR

Blockchain

Less than 1% of annual 
turnover

36,51%

30,00%

36,84%

52,63%

45,45%

50,00%

1-5% of annual turnover

34,92%

33,33%

47,37%

18,42%

18,18%

25,00%

6-10% of annual turnover

4,76%

3,33%

5,26%

0,00%

11-30% of annual turnover

4,76%

6,67%

More than 30% of annual 
turnover

1,59%

Source: EMI Enterprise Survey 2024 

0,00%

2,63%

The Crunchbase dataset allows to explore trends related to venture capital investment into 
tourism tech companies. The Figure below shows how VC investment into digital tourism 
companies has been distributed over the years. Between 2015 and 2023, nearly EUR 2.7 
bn in venture capital were invested in tourism digital startups. Nearly 70% of these funds 
go to late VC. An interesting outlier is 2020, when seed capital represented nearly 79% of 
the total. The analysis is in line with the analysis of McKinsey (2023), which highlights how 
the  pandemic  accelerated  investment  in  travel  startups,  with  over  EUR  25  bn  raised 
between 2020 and 2022 globally. The analysis emphasises that investment is concentrated 
on mature companies, particularly in hospitality and business travel, with a few category 
leaders dominating funding.  

Figure 26: Disaggregation of the investment stages of the investment into digital tourism young companies 

o
r
u
E

n
o

i
l
l
i

M

800

700

600

500

400

300

200

100

0

593

282

92

24
17
2015

107

31
25
2016

100

46

20
2017

64

17
2018

62

19
2019

46
14

220

145

46
21

374

120

19

179

34
21

2020

2021

2022

2023

Source: Technopolis Group based on Crunchbase and Net Zero Insights  

Seed

Early VC

Late VC

A very interesting picture emerges from the graphs below, which explore VC investment 
by specific technologies. The data indicates that investments in online platforms reached 
their  highest  point  in  2019  before  declining.  In  contrast,  investments  in  artificial 
intelligence surged again in 2022, alongside the rise of software technologies. This trend 
reflects the dynamic shift in digital investments, particularly influenced by the COVID-19 
pandemic.  During  2020  and  2021,  there  was  a  significant  drop  in  investment  across  all 

45 

 
 
 
 
 
types  of  technologies  as  businesses  faced  disruptions.  However,  by  2022,  there  was  a 
sharp  recovery,  with  AI  and  software  technologies  driving  innovation  and  efficiency, 
demonstrating the resilience of tech-driven industries during post-pandemic recovery. 

The  graph  is  consistent  with  the  evolution  of  AI.  Before  the  pandemic,  AI  in  tourism 
primarily  focused  on  enhancing  customer  service,  personalisation,  and  operational 
efficiency through chatbots, recommendation engines, and dynamic pricing systems. Post-
pandemic, AI expanded to meet health and safety demands, such as contactless services 
and digital health passports, while predictive analytics helped businesses adapt to changing 
travel behaviours, offering more advanced personalisation, virtual tourism, and increased 
automation in areas like hotel operations and customer service90. 

Figure 27: VC investment in digital tourism company by type of technology in m EUR 

Source Technopolis Group based on Crunchbase and Net Zero Insights 

90 See, for instance, Kontogianni et al. 2022; World Economic Forum, 2023 

46 

 
 
 
 
 
The  graph  below  offers  additional  breakdowns  of  digital  VC  in  tourism.  It  shows  an 
increasing  interest  in  blockchain  technology,  with  a  peak  in  2021.  Blockchain  offers 
solutions to some of the industry's long-standing challenges, such as transparency, trust, 
payment efficiency, and data security. 

Examples of startups in this area, include X-Plora, a platform for physical and virtual tours 
that  bets  on  XR  (AR/VR),  Gamification  and  Blockchain  to  improve  visitor  experience;  or 
LockTrip,  a  decentralised  hotel  book  and  vacation  rental  marketplace  which  also  uses 
block-chains among others.  

A significant trend in 2023, is the increased VC investment in IoT. The latter is playing a 
key  role  in  various  tourism-related  sectors,  including  hospitality,  transportation, 
attractions,  and  destination  management.  Examples  of  EU  start-ups  applying  IoT  to 
tourism, include the Portuguese HiJiffy91, which centralises, automates, and measures all 
hotel customer service activities, or Roomonitor92, which develops IoT solutions to control 
noise and parties in short term rentals.  

Figure 28: VC investment by technology in m EUR  

30

25

20

15

10

5

0

2015

2016

2017

2018

2019

2020

2021

2022

2023

Augmented and Virtual reality Big Data and data analytics

Blockchain

Internet of Things

Source Technopolis Group based on Crunchbase and Net Zero Insights 

3.2. Framework conditions – assessment of the broader 
ecosystem supporting the digital transition 

To what extent do framework conditions such as public financing and skills 
support the digital transition? 

-  The  European  Regional  Development  Fund  (ERDF)  plays  a  vital  role  in  advancing  the 
digital transition within the tourism industrial ecosystem by providing financial support for 
digitalisation.  

- The ERDF allocated 7% of all tourism co-funded projects (2 378 out of 48 257) 
to  digital  technologies,  with  the  digital  transition  accounting  for  8%  of  total  tourism-
related funding (EUR 1.15 bn). 

- Advanced digital technologies accounted for 21% of the total ERDF funding dedicated 
to the digital transition of tourism in the 2014-2020 programming period, with 

91 https://www.hijiffy.com/ 
92 https://roomonitor.com/en/ 

47 

 
 
 
 
augmented and virtual reality, big data and data analytics, and online platforms 
being the most commonly supported advanced technologies. 

- During the whole of Horizon 2020, over EUR 52 m was spent on projects related 
to  the  digital  transition  in  tourism,  more  than  EUR  7  m  per  year.  In  the  first  three 
years of Horizon Europe, nearly EUR 40 m were spent on digital topics, averaging EUR 13 
m per year. 

-  The  share  of  projects  co-funded  by  Horizon  and  focused  on  the  digital  transition  has 
grown significantly, rising from 43% to 52%. 

- In 2024, 3.2% of professionals registered on LinkedIn and employed within the 
tourism  industrial  ecosystem  possessed  advanced  digital  skills  and  16.8% 
possessed  other  more  moderate  digital  skills,  marking  an  increase  from  the  levels 
observed in 2022. The most prevalent advanced digital skill remains cloud technologies, 
followed by artificial intelligence and big data. However, the overall percentages remain 
modest, and while there has been some increase, it is not substantial. 

- The requirements both for moderate and advanced digital skills listed on online 
job  advertisements  within  tourism  has  been  growing  steadily  over  the  period  from 
2021-2023.  In  2023,  23%  of  online  job  advertisements  in  the  EU27  required  moderate 
digital skills and 17% advanced digital skills. 

-  Tourism  managers  are  increasingly  required  to  possess  broader  digital  literacy,  the 
agility  to  embrace  technological  opportunities,  and  the  ability  to  lead  teams  in  a 
digitally evolving environment. 

- While it is clear that travel and tourism predominantly happens in person, making it an 
inherently human-centric experience, the prevalence of the digital technologies among 
travellers and growing demand for unique and burdensome travel experience creates an 
environment for digitally enabled tourism. 

3.2.1. Public  investments  via  the  European  Regional  Development 
Fund 

ERDF  support  to  the  digital  transition  in  tourism:  strong  focus  on  SME  competitiveness 
The European  Regional  Development  Fund  (ERDF)93 plays  a  crucial  role  in 
supporting the digital transition of the tourism industrial ecosystem by providing 
financial  resources  to  regions  within  the  European  Union  to  promote 
digitalisation.  The  ERDF  has  a  particular  focus  on  less-developed  regions  with  the 
objective of reducing regional disparities. In this section, we investigate to what extent the 
ERDF has been used to foster the digital transition in tourism.  

The  analysis  of  ERDF  data  has  been  based  on  in-depth  data  mining  of  the  Kohesio 
database, described in more detail in section 2.3. The results indicate that 7% of all tourism 
ERDF projects (2 378 out of 48 257), cover the digital transition, accounting for 8% of the 
funding (EUR 1.15 bn, out EUR 14.07 bn). 

The  graph  below  groups  the  projects  by  their  thematic  objective  (TO),  following  the 
classification used in the programming period 2014-2020. The most common TO for digital 
tourism  projects  is  Competitiveness  of  SMEs  (TO  3),  accounting  for  56.7%  of  projects 
(1 348).  The  results  confirm  that  the  digital  transition  is  largely  driven  by  the  need  to 
achieve  efficiency  gains  and  hence  competitiveness.  Indeed,  under  this  Thematic 
Objective, projects focus on website development, social media marketing, and customer 
management platforms, with a view to enhance brand loyalty and efficiency. 

93 https://ec.europa.eu/regional_policy/funding/erdf_en 

48 

 
 
 
The  second  most  common  thematic  objective  is  Information  and  Communication 
Technology  (TO  2)  with  20.6%  (491),  in  which  projects  focus  on  promoting  cultural 
heritage  through  digital  innovation,  including  augmented  reality,  virtual  tours,  and 
interactive  content  for  historical  sites.  They  emphasise  digitisation  of  archives  and 
cultural  resources,  improving  tourism  experience  through  smart  technology  and 
personalised digital guides and enhancing public services through IoT. 

Research and Innovation (TO 1) has the third largest share of projects, with 14.9% of the 
total (355). Under this TO, projects focus on the development of platforms, mobile apps, 
and  data  analysis  tools.  They  aim  to  enhance  booking  processes,  improve  tourist  flow 
prediction, and optimise tourism services using artificial intelligence and big data. Other 
initiatives  include  the  digitisation  of  cultural  and  tourism  experiences  and  explore 
sustainability in tourism. 

The remaining projects are focused on Environment Protection and Resource Efficiency (TO 
6) at 6.9%, Low-Carbon Economy (TO 4) at 0.8%, and Network Infrastructure in Transport 
and Energy (TO 7), which has the smallest share at 0.2%.  

Figure 29: ERDF Tourism projects contributing to the Green transition by thematic objective (2014-2020) 

TO 1 - Research and 
innovation

TO 2 - Information and 
communication 
technology

TO 1 - Research and innovation

TO 2 - Information and
communication technology
TO 3- Competitiveness of SMEs

TO 4 - Low-carbon economy

TO 6 - Environment protection and
resource efficiency
TO 7 - Network infrastructure in
transport and energy

TO 3- Competitiveness 
of SMEs

Source Technopolis group based on Kohesio data 

The Table below provides examples of different types of projects funded under ERDF and 
classified as supporting the digital transition in tourism.  

Table 8: ERDF projects supporting the digital transition of the tourism industrial ecosystem 

ERDF projects - examples 

Tourism and Hospitality Digital Transformation: Efficiency gains 

On-line reservation and geoinformation system of eABM94 (Czech Republic) 

The project involves the development of a three-tier sales and information system, branded as 
"navig.me," designed to operate in a client-server mode. It will be available as a cloud-based web 
service or as an installation package for Windows, Linux, and iOS operating systems, as well as 
for  mobile  platforms  including  Apple  iOS,  Android,  and  Windows  Mobile.  The  system  is  a 
comprehensive  solution  for  booking  and  selling  tickets,  offering  unique  features,  providing  a 
seamless and efficient user experience across multiple devices and platforms. 

94 https://kohesio.ec.europa.eu/en/projects/Q19703 

49 

 
 
 
ERDF projects - examples 

Tourism Data Management 

New digital travel agency (Finland)95 

This project aims to enhance the operations of Ikalisten Travel Office’s new digital travel agency 
by  developing  real-time  booking  capabilities  during  trips  and  delivering  personalised  customer 
experiences. It focuses on increasing digital interaction with customers and managing customer 
sentiment  to  create  added  value  for  the  entire  tourism  value  chain.  The  project’s  development 
efforts are centred on advanced data management to optimise customer engagement and service 
efficiency. 

Cultural Heritage and Digital Education 

Closer to culture. Digitisation of representative collections of the National Museum in Krakow for 
e-culture and e-education (Poland)96 

The project aims to digitise and promote the valuable collections of the National Museum in Krakow 
(MNK)  to  enhance  Polish  cultural  heritage  visibility  both  in  Poland  and  internationally.  Key 
objectives include: 

1.  Preserving objects for digitisation. 
2.  Developing IT infrastructure for data storage, sharing, and processing. 
3.  Digitizing representative objects from the Museum's collections. 
4.  Enhancing the database with new functionalities and metadata. 
5.  Translating selected metadata into English. 
6.  Creating a digital platform to showcase the Museum’s digitised content. 
7.  Implementing targeted promotion strategies to reach diverse audiences. 

Smart cities and public services 

Promote  the  offer  of  services  based  on  cultural  heritage,  associated  with  the  digitisation  of  the 
same and its application to the tourism sector (Spain). 

The  project  aims  to  create  a  platform  that  enhances  municipal  management  by  improving  the 
collection, maintenance, and sharing of geographic information related to the city. This platform 
will  support  the  storage,  processing,  access,  and  distribution  of  spatial  data,  with  a  focus  on 
protected assets, tourism sites, and local services, ensuring interoperability standards. 

Source Technopolis group based on Kohesio data 

As  indicated  in  the  graph  below,  Advanced  Digital  Technologies  account  for  21%  of  the 
total ERDF funding on the digital transition of tourism, with augmented virtual reality, big 
data  and  data  analytics  and  online  platforms,  representing  the  most  common  advanced 
technologies.  

Figure 30: Share of projects of advanced digital technologies over total digital 

95 https://kohesio.ec.europa.eu/en/projects/Q3756463 
96 https://kohesio.ec.europa.eu/en/projects/Q87007 

50 

 
 
79,0%

21,0%

5,3%

4,9%

4,2%

3,6%
2,0%

0,6%
Blockchain 

0,4%
Software solution

Other digital projects
Online platform
Blockchain

Augmented and Virtual reality
Artificial Intelligence
Software solution

Big Data and data analytics
Internet of Things

Source Technopolis based on Kohesio data 

Augmented  virtual  reality  accounts  for  EUR  66.5  m  of  expenditure,  followed  by  online 
platforms with EUR 57.4 m and big data and data analytics with EUR 56 m.  

Figure 31: Total Eligible Expenditures in ERDF projects in m EUR 

)
M
R
U
E
(

e
r
u
t
i
d
n
e
p
x
e

l

a
t
o
T

66.5

57.4

56.0

41.2

23.9 7.2 4.0

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Augmented and Virtual reality Online platform

Big Data and data analytics

Artificial Intelligence

Internet of Things

Blockchain

Software solution

Source Technopolis based on Kohesio data 

The Table below provides examples of projects in advanced areas funded through ERDF.  

Table 9: Examples of ERDF projects by technology 

Advanced 
Technology 

Project  

Blockchain  Deployment  of  blockchain-based  settlement  system  to  promote  tourism  sector 

consumption in the aftermath of the COVID-19 pandemic (Lithuania)97  

The  project  explores  the  feasibility  of  a  blockchain-based  payment  system  to 
boost  tourism  post-COVID-19.  It  examines  how  blockchain  has  improved 
transaction efficiency and assesses the readiness of tourism providers and users 
to adopt cryptocurrency payments. A prototype virtual currency payment system 
will be developed and tested in a tourism company. 

97 https://kohesio.ec.europa.eu/en/projects/Q3812633 

51 

 
 
 
 
 
 
 
Advanced 
Technology 

Project  

Big  data  & 
data 
analytics 

Augmented 
virtual 
reality 

Internet  of 
Things 

Tools for the Promotion of Tourism Experience98 (Greece)  

The  project  seeks  to  develop  tools  that  provide  personalised  tourist 
recommendations using big data from sources like social media and user history, 
while ensuring privacy. It uses hypergraphs and dynamic collaborative filtering 
for optimisation. Mobile apps will offer multilingual interaction, with deep neural 
networks handling language challenges. 

Archipelag mites99 (Poland) 

The project, led by a consortium of four companies from Lublin Voivodeship, aims 
to create an innovative tourist product, "Archipelag Roztocze," in Eastern Poland, 
centred on the region’s natural and historical heritage. The main attraction is the 
educational and entertainment park “Archipelag Roztocze,” utilizing advanced ICT 
technologies  like  augmented  reality,  virtual  reality,  360-degree  mapping,  and 
human  interactive  interfaces  (HII).  The  project  features  networked  elements, 
including joint investment, unified branding, common promotion, and a shared 
sales system. 

Smart City Vranov nad Topľou100 (Slovakia) 

The  "Smart  City  Vranov  nad  Topľou"  project  aims  to  improve  eGovernment 
services  by  implementing  IoT  technology  and  ICT  platforms  for  smart  city 
management. It focuses on data collection and analysis in areas like traffic, land 
planning,  nature  and  landscape  protection,  environmental  quality,  and  public 
information access. By introducing 84 IoT sensors, the project will provide real-
time data on traffic, parking, weather, and environmental conditions, enhancing 
decision-making,  particularly  in  managing  urban  development  and  protecting 
natural landscapes. 

Artificial 
intelligence 

Artificial Intelligence (AI) in Tourism: Development of a system of personalised 
recommendations  for  products  and  services  to  guests  in  the  hotel  sector 
(Croatia)101 

The  "Artificial  Intelligence  for  Tourism"  project  aims  to  develop  a  personalised 
recommendation system for products and services in the hotel sector, introducing 
an  innovative  solution  for  the  tourism  industry.  This  AI  and  machine  learning-
based  system  will  enable  hotels  to  offer  guests  tailored  content  autonomously 
and in real-time, transforming them from simple accommodation providers into 
personalised  experience  curators.  To  bring  this  product  to  the  global  market, 
emerging  company  Acquafint  d.o.o.  will  invest  in  equipment,  employ  software 
engineers and data scientists, and conduct presentations for potential customers. 

Source: Kohesio database 

3.2.2. Public  investments  via  the  EU  framework  programmes  for 
research and innovation 

The  Figure  below  highlights  the  evolution  of  projects  related  to  the  digital  transition  in 
tourism in the programmes Horizon 2020 and Horizon Europe. The proportion of tourism 
related digital transition projects has increased from 43% to 52%.  

In terms of spending, during the whole of Horizon 2020, over EUR 52 m was spent on 
projects related to the digital transition in tourism, more than EUR 7 m per year. In 

98 https://kohesio.ec.europa.eu/en/projects/Q2777263 
99 https://kohesio.ec.europa.eu/en/projects/Q87940 
100 https://kohesio.ec.europa.eu/en/projects/Q3107904 
101 https://kohesio.ec.europa.eu/en/projects/Q2732247 

52 

 
 
the  first  three  years  of  Horizon  Europe,  nearly  EUR  40  m  were  spent  on  digital 
topics, averaging EUR 13 m per year. 

Figure 32: EU Horizon2020 and Horizon Europe Funding dedicated to the digital transition of the tourism industrial 
ecosystem 

Source: Technopolis Group based on CORDA 

Horizon Europe funding instruments provide support for these areas under following calls: 

•  Climate-neutral and smart cities mission102; 

•  Climate, energy and mobility cluster103; 

•  Food, bioeconomy, natural resources, agriculture and environment cluster104; 

•  Culture, creativity and inclusive society cluster105 

The Table below provides several examples of Horizon Europe funded projects focused on 
digital transition of tourism. 

Box: Examples of Horizon Europe funded projects  

Project  

Aware Systems for Smart Interactive muSeums and arT[1]  

The  project  will  support  the  commercial  validation  of  new  contextually  aware  chatbots  in  the 
tourism  sector.  Exploiting  novel  contextually  aware  chatbots  in  the  tourism  sector  could  offer 
immediate and impactful benefits, as tourists often require real-time, context-specific information 
and assistance, which these advanced chatbots can effectively provide. Additionally, the chatbots 
could pave the way for the “future museum”, a museum that could become like a thematic park 
in which visitors could really appreciate the value of on-site visits vs. virtual visits by, for example, 
generating an emotional link with the original piece of art.  

Unobtrusive  Technologies  for  Secure  and  Seamless  Border  Crossing  for  Travel 
Facilitation[2] 

102  See:  https://research-and-innovation.ec.europa.eu/funding/funding-opportunities/funding-programmes-and-open-
calls/horizon-europe/eu-missions-horizon-europe/climate-neutral-and-smart-cities_en  
103  See:  https://research-and-innovation.ec.europa.eu/funding/funding-opportunities/funding-programmes-and-open-
calls/horizon-europe/cluster-5-climate-energy-and-mobility_en  
104  See:  https://research-and-innovation.ec.europa.eu/funding/funding-opportunities/funding-programmes-and-open-
calls/horizon-europe/cluster-6-food-bioeconomy-natural-resources-agriculture-and-environment_en  
105  See:  https://research-and-innovation.ec.europa.eu/funding/funding-opportunities/funding-programmes-and-open-
calls/horizon-europe/cluster-2-culture-creativity-and-inclusive-society_en  

53 

 
 
 
The EU-funded ODYSSEUS project aims to develop digital solutions enabling citizens to seamlessly 
cross borders without stopping. Different technologies, i.e. AI and advanced scanning tools (based 
on  X-rays  or  unmanned  aerial  vehicles)  will  also  eliminate  the  friction  for  border  authorities, 
enabling them to remotely validate identities and check vehicles, luggage or cargos. 

Source: Technopolis Group based on CORDA 

3.2.3. Skills supply and demand underpinning the digital transition 

The  Pact  for  Skills  highlights  the  crucial  need  for  digital  skills  in  the  tourism  sector, 
especially as the industry adopts more digital tools for customer engagement and service 
delivery. It stresses the importance of helping SMEs upskill in areas such as digital literacy 
and e-commerce to remain competitive, as well as the crucial role of life-long learning in 
the industry. In order to analyse trends in the skills of professionals working in the tourism 
industrial  ecosystem,  data  from  LinkedIn  has  been  used  as  in  the  case  of  the  green 
transition. More specifically, digital skills have been defined as below: 

Moderate  digital  skills  have  been  defined  following  Cedefop106  notably  including  “five 
types of skills under the digital skills umbrella such as information processing (e.g. using 
a  search  engine  and  storing  information  and  data);  communication  (including 
teleconferencing  and  application  sharing);  content  creation  (such  as  producing  text  and 
tables,  and  multimedia  content);  security  (e.g.  using  a  password  and  encrypting  files); 
and,  problem  solving  (e.g.  finding  IT  assistance  and  using  software  tools  to  solve 
problems)”.  (The  list  of  keywords  that  have  been  used  to  track  LinkedIn  is  included  in 
Appendix B). 

Advanced  digital  skills  have  been  defined  as  a  specific  group  of  digital  skills  in  the 
context  of  the  main  digital  technologies  captured  in  this  project  notably  in  artificial 
intelligence, cloud computing, connectivity, robotics, Internet of Things, augmented and 
virtual reality and blockchain (the list of keywords that have been used and are possible to 
track with the algorithm of LinkedIn is included in Appendix B). LinkedIn data have to be 
interpreted in the light of its representativeness for tourism and across the EU. An analysis 
of representativeness is provided in Appendix B and in the related methodological report. 

3.2.3.1. Supply of skills relevant for the digital transition 

In 2024, 13% of tourism companies had one full-time employee in roles directly 
related  to  the  digital  transition,  while  50%  of  respondents  reported  employing 
between  2-5  people  in  digital  roles,  according  to  the  results  of  the  EMI  Enterprise 
Survey.  These  findings  reflect  the  gradual  integration  of  digital  technologies  across  the 
tourism  sector,  as  companies  increasingly  recognise  the  need  for  specialised  skills  to 
navigate the digital transformation. 

Figure 33: Share of full-time employees working in jobs relevant for the digital transition  

Source: EMI Enterprise Survey 2024 

106 https://www.cedefop.europa.eu/en/data-insights/digital-skills-challenges-and-opportunities 

54 

 
 
 
In 2024, 3.2% of professionals registered on LinkedIn and employed within the tourism 
industrial ecosystem possessed advanced digital skills and 16.8% possessed other more 
moderate digital skills, marking an increase from the levels observed in 2022 (see Figure 
below). This trend reflects a growing emphasis on digital transformation in the ecosystem 
in particular in the area of travel services, but also the broader trend towards businesses 
increasingly adopting advanced technologies to enhance operational efficiency and improve 
customer experiences. 

Figure  34:  Share  of  professionals  in  the  tourism  ecosystem  with  skills  relevant  for  the  digital  transition  in  the 
EU27 

Source: Technopolis Group based on LinkedIn 

The most prevalent advanced digital skill remains cloud technologies, followed by artificial 
intelligence  and  big  data.  However,  the  overall  percentages  remain  modest,  and  while 
there has been some increase, it is not substantial. This reflects that the industry is not 
yet  fully  prepared  to  address  the  AI  challenge,  as  highlighted  by  the  ongoing 
transformations and efforts discussed in Chapter 2. 

Figure 35: Share of professionals with a specific digital skill within the tourism industrial ecosystem in the EU27 
and with a profile on LinkedIn 

2,40%

1,80%

3,00%

2,50%

2,00%

1,50%

1,00%

0,50%

0,00%

0,76%

0,70%

Cloud technologies Artificial Intelligence

Internet of Things

Blockchain

and Big Data

Source: Technopolis Group based on LinkedIn, data download September 2024 

0,30%

Augmented and
Virtual Reality

3.2.3.2. Skills demand relevant for the digital transition 

The  requirements  both  for  moderate  and  advanced  digital  skills  listed  on  online  job 
advertisements within tourism has been growing steadily over the period from 2021-2023, 
as shown by the data from Cedefop Skillsovate. In 2023, 23% of online job advertisements 
in the EU27 required moderate digital skills and 17% advanced digital skills.  

55 

 
 
 
 
 
Figure 36: Online job advertisements with a requirement for digital skills in the tourism ecosystem in the EU27 

Source: Technopolis Group elaboration from CEDEFOP OVATE-OJA database 

As highlighted by the OECD (2021)107 the growing shift towards digitalisation introduces 
significant challenges, particularly in addressing skill shortages and gaps, which can slow 
the full adoption of digital tools. This issue is especially pronounced for SMEs, which often 
have more limited digital capabilities compared to larger firms. SMEs in rural areas face 
compounded  difficulties,  with  less  access  to  high-quality  digital  infrastructure  and  fewer 
opportunities  for  training  programmes  to  develop  digital  proficiency.  As  digitalisation 
continues to evolve, these barriers risk exacerbating inequalities in technology adoption 
across different regions and business sizes within the ecosystem. There is a growing need 
for  digital  fluency,  especially  in  management  roles.  McKinsey  &  Company  (2023)108  and 
PANTOUR (2024)109 stress that the skills gap is characterised by the growing demand for 
a workforce proficient in digital tools like automation, AI, and data analytics, while many 
employees lack the necessary training to adapt to these changes.  

In  line  with  the  above,  Carlisle  et  al.  (2024)  emphasise  the  critical  role  of  AI,  robotics, 
augmented and virtual reality in shaping the future of tourism. However, they also specify 
that more immediate needs, such as online marketing and social media skills, are 
essential for day-to-day operations, particularly for SMEs. The review also highlights 
that  digital  literacy  is  indispensable  for  maintaining  competitiveness  in  an  increasingly 
globalised market. 

Tourism managers are increasingly required to possess broader digital literacy, 
the agility to embrace technological opportunities, and the ability to lead teams 
in  a  digitally  evolving  environment,  as  highlighted  by  interviews.  This  presents  a 
significant  challenge  for  many,  as  the  skills  required  to  manage  digitalised  tourism 
businesses often do not align with the current managerial education and vocational training 
available. Key challenges for managers in the digital transition of tourism include the need 
to develop management and leadership skills that are not only relevant to tourism but also 
applicable across various sectors. 

The  Pact  for  Skills  in  Tourism  highlights  significant  gaps  in  digital  skills  within 
the  tourism  industry110.  It  stresses  the  need  for  upskilling  in  areas  such  as  IT 

107 OECD (2021). Preparing the tourism workforce for the digital future. OECD Tourism Papers, 2021/02. OECD 
Publishing, Paris. https://doi.org/10.1787/9258d999-en 
108  McKinsey  &  Company  (2023c).  The  future  of  tourism:  bridging  the  labor  gap,  enhancing  customer  experience. 
McKinsey  Insights.  Retrieved 
from:  https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-
insights/future-of-tourism-bridging-the-labor-gap-enhancing-customer-experience 
109  PANTOUR  Project.  (2024).  European  skills  survey  report:  addressing  skills  gaps  in  tourism.  Erasmus+  PANTOUR 
Project, European Union. 
110  See  EU  Pact 
https://ec.europa.eu/social/BlobServlet?docId=25214&langId=en  

the  Tourism  Ecosystem  December  2021 

for  Skills  –  Skills  Partnership 

for 

56 

 
 
 
tools,  digital  service  quality,  and  digital  business  intelligence,  which  are 
increasingly important due to the industry’s reliance on digitalisation. The post-pandemic 
recovery  has  intensified  these  gaps,  especially  as  new  technologies  and  customer 
expectations  evolve.  Immediate  action  through  public-private  partnerships  is  critical  to 
reskill both the current and lost workforce, focusing on the digital transition for long-term 
competitiveness. 

Table 10: Managerial skills for the digital transition in tourism 

Executive/Strategic 
Management 

Human 
Management 

Resource 

Operational/Line 
Management 

•  Championing 

•  Development of more 

•  Reorganisation of 

digitalisation/ Digital 
leadership 

•  Development of a 

digitalisation strategy 

•  Development/ 

promotion of a value-
based digitalisation 
culture 

flexible work 
organisation/working time 
models 
Identifying individual 
competence and related 
needs of employees 
Implementing support 
measures and 
incentivising adaptation 

• 

• 

workflows/work processes 

•  Targeted allocation of 

tasks and functional areas 
based on strengths 
•  Clear communication of 
change requirements to 
teams/individuals 

•  Supporting work in flatter 
organisational hierarchies 

•  Supporting space for 

team/individual creativity 

Source: OECD (2021) Preparing the tourism workforce for the digital future. 

While future managers entering the workforce through higher education are expected to 
have a stronger foundation in digital skills, the tourism sector will face competition from 
other  industries  for  these  skilled  recruits.  Therefore,  tourism  businesses  need  to  offer 
attractive career paths and competitive terms to retain these future leaders111. 

Even  if  digital  skills  in  the  tourism  sector  have  advanced  considerably,  there  are  still 
obstacles,  particularly  in  ensuring  digital  inclusivity  and  adapting  to  the  fast-paced 
technological changes. To bridge these gaps, collaboration between governments, industry 
stakeholders, and educational institutions is crucial for maintaining competitiveness in the 
digital era.  

Box 1: Measuring the digital skills gap in tourism: emerging initiatives 

The  limited  robust  quantitative  evidence  available  on  digital  skills  gap  in  tourism  has 
prompted  significant  EU  wide  initiatives  to  quantify  and  qualify  such  phenomenon.  In 
particular  the  Next  Tourism  Generation  (NTG)  Sector  Skills  Intelligence  Monitoring 
System112 provides insights into current and future skills needs within the tourism sector. 
The  system,  currently  under  development,  monitors  trends  in  digital,  green,  and 
social skills and supports workforce development by identifying skill gaps. The system 
helps  tourism  businesses,  educators,  and  policymakers  make  informed  decisions 
regarding  training  and  skill-building  initiatives.  It  emphasises  collaboration  across  the 
industry  to  meet  evolving  market  demands,  contributing  to  a  more  sustainable  and 
competitive tourism sector. 

3.2.4. Consumer demand for digital tourism services  

Travel and tourism generated global GDP is predicted to grow on average, at 5.8 percent 
a  year  between  2022  and  2032,  outpacing  the  growth  of  the  overall  economy  at  an 
expected 2.7 percent a year113. As use of technologies including the ‘Internet of Things, 
artificial intelligence, augmented and virtual reality, and blockchain technology resulted in 

(2021) 

Preparing 

111  OECD 
https://www.oecd.org/en/publications/preparing-the-tourism-workforce-for-the-digital-future_9258d999-en.html  
112 https://nexttourismgeneration.eu/sector-skills-intelligence-monitoring-system/ 
113 
bridging-the-labor-gap-enhancing-customer-experience  

https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/future-of-tourism-

tourism  workforce 

future.  Available 

digital 

See: 

the 

the 

for 

online: 

57 

 
 
a  more  attractive,  socially  and  environmentally  sustainable  tourism,  demand  for 
digitalisation is expected to continue changing travel experience.114 While it is clear that 
travel & tourism predominantly happens in person, making it an inherently human-centric 
experience,  the  prevalence  of  the  digital  technologies  among  travellers  and  growing 
demand for unique and burdensome travel experience creates an environment for digitally 
enabled tourism.  

More specifically, tourists today increasingly seek various types of digital services 
to enhance their travel experience. These services span across planning, convenience, 
engagement, and personalisation. Consumers increasingly demand automated booking 
systems,  real-time  support,  and  personalised  recommendations.  These  trends, 
accelerated by the pandemic, point toward a digital-centric future in tourism where AI 
and  automation  help  address  labour  shortages  while  maintaining  the  essential  human 
touch that elevates guest experiences115 116. 

Tourists  are  increasingly  reliant  on  mobile  applications  throughout  their  travel 
experience, from planning and booking to on-site navigation and reviews. Travel 
mobile apps have revolutionised the tourism industry by simplifying bookings, improving 
communication, and offering personalised experiences. Key features like secure payments, 
integrated  travel  services,  and  the  ability  to  share  and  access  reviews  on  social  media 
further  influence  tourist  decisions,  enhancing  engagement  and  satisfaction.  Younger 
generations, due to their familiarity with digital technologies, are more closely engaged in 
this behaviour117.  

Apps such as Airbnb and HotelTonight allow travellers to easily book accommodations and 
find deals. Travel apps benefit users by reducing paperwork, providing convenience, and 
integrating  features  like  geolocation,  currency  conversion,  and  payment  gateways.118 
Destinations using these innovations are able to offer more personalised, seamless, and 
immersive  experiences,  ultimately  increasing  their  appeal  in  a  competitive  market.119 
According to Lopez Cordoba120 the use of digital platforms reduces frictions like geographic 
distance, language, and borders in tourism flows.  

Tourists  increasingly  desire  immersive  experiences  that  go  beyond  traditional 
sightseeing.  They  are  seeking  deeper  engagement,  personalised  interactions,  and  the 
ability  to  explore  destinations  in  innovative  ways.  Brands  are  leveraging  this  trend  by 
crafting ads that promote experience-focused trips, with companies like Expedia and Airbnb 
leading  the  charge.  According  to  the  American  Express  Travel  2022  Global  Travel 
Trends  Report,  70%  of  consumers  are  most  interested  in  cultural  immersion  and 
participating in tours when it comes to experiential travel. Additionally, 43% of travellers 
express  interest  in  attending  entertainment  events  during  their  trips,  while  38%  are 
drawn to cultural events. This highlights a significant preference for travel experiences 
that offer cultural and entertainment-based activities.121 

According to a 2021 report on favourite travel apps and websites in the USA, the top five 
most positively viewed platforms are: 

1.  Google Maps, with a popularity score of 79%. 
2.  Google Earth, receiving 60% approval from users. 

114 See: https://www.unwto.org/digital-transformation  
115 Dang, T.D. & Nguyen, M.T. (2023). Systematic review and research agenda for the tourism and hospitality sector: 
Co-creation of customer value in the digital age. Future Business Journal, 9(94), 1-16. https://doi.org/10.1186/s43093-
023-00274-5 
116  McKinsey  &  Company  (2023c).  The  future  of  tourism:  bridging  the  labor  gap,  enhancing  customer  experience. 
McKinsey  Insights.  Retrieved 
from:  https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-
insights/future-of-tourism-bridging-the-labor-gap-enhancing-customer-experience 
117 Nyagaka, C. (2024), Impact of mobile booking applications on consumer behavior in the hospitality industry. 
Journal of Modern Hospitality 3(2), 26 – 38. https://doi.org/10.47941/jmh.1958 
118 https://markovate.com/blog/travel-mobile-app-for-tourism-industry/ 
119 https://nortal.com/insights/immersive-travel-how-digital-technology-is-transforming-tourism/ 
120 Lopez Cordova, JE, Digital Platforms and the Demand for International Tourism Services (February 13, 2020). World 
Bank Policy Research Working Paper No. 9147, Available at SSRN: https://ssrn.com/abstract=3537945 
121 https://research.mountain.com/insights/consumers-are-seeking-out-experiential-travel/ 

58 

 
 
3.  Expedia, favoured by 50% of respondents. 
4.  Tripadvisor, with a popularity score of 49%. 
5.  Google Drive App, also rated at 49%. 

These platforms were recognised for their usefulness and reliability in travel planning and 
management. 

An important trend to monitor is the rise of immersive experience through virtual reality. 
As  reported  by  EMB  (2024)122  VR  applications  in  tourism  increased  by  30%,  thus 
emphasising its growing popularity. Gartner forecasts that by 2025, half of global travel 
agencies will leverage VR to showcase destinations. Additionally, SEMrush data shows a 
40% rise in searches for VR travel experiences over the past year, reflecting heightened 
consumer  interest.  Virtual  experiences  also  promote  sustainable  travel  by  offering 
alternatives that reduce environmental impact, making VR a compelling tool for both the 
travel industry and eco-conscious travellers.  

It  is  clear  that  understanding  consumer  behaviour  is  critical  to  support  the  tourism 
ecosystem in the unfolding digital transition. By systematically gathering insights on tourist 
preferences,  behaviours,  and  expectations,  the  tourism  industry  can  develop  more 
targeted and effective offerings.  

3.3. Impact of digital technologies on industrial 
competitiveness 

What is the impact of digital technologies on competitiveness? 

-  The  tourism  industry  has  become  more  digital,  mobile  and  personalised  affecting  the 
tourism  ecosystem  across  three  dimensions:  1)  Improving  customer  experience  and 
personalisation; 2) Boosting operational efficiency and sustainability; 3) Supporting new 
business models.  

-  The  survey  of  tourism  companies  indicates  that  the  adoption  of  advanced  digital 
technologies increased productivity between 1-15%. The largest share of respondents 
witnessed an increase in productivity as a result of cloud computing followed by 
AI and big data. 

- However, 5% of businesses reported a decrease in productivity attributed to the initial 
investment  costs  associated  with  adopting  new  technologies  or  practices.  Initial  costs 
include  expenditures  on  equipment,  software,  employee  training,  and  changes  to 
operational processes. 

This  section  analyses  the  extent  to  which  companies  perceive  digital  technologies  as 
enhancing their competitiveness, both for their business and the industry. It also explores 
the reasons why investing in digital technologies is worthwhile and identifies which ones 
are particularly advantageous for the tourism sector. 

In recent years, digitalisation has been a key driver of economic transformation in the EU 
and  globally,  fostering  innovation  across  value  chains,  reshaping  how  products  are 
manufactured, how services are delivered, and altering the way we work and consume. 
Moreover, the Digital Decade Communication sets the target of more than 90% of SMEs 
reaching at least a basic level of digital intensity by 2030123. In 2021, only 56% of SMEs 
have  reached  the  target,  which  includes  elements  such  as  fast  internet  connection,  a 
minimum share of e-commerce or web sales in turnover, use of social media, etc.  

122 https://blog.emb.global/vr-tourism-is-revolutionizing-travel-experiences/ 
123  Europe’s  Digital  Decade:  digital  targets  for  2030.  Retrieved  from:  https://commission.europa.eu/strategy-and-
policy/priorities-2019-2024/europe-fit-digital-age/europes-digital-decade-digital-targets-2030_en 

59 

 
 
 
 
These changes have been particularly significant in the tourism ecosystem as they have 
not only encompassed the introduction of digital technologies into tourism operations but 
led  to  a  fundamental  change  in  the  relationship  between  businesses  and  consumers.  It 
should be noted that tourism companies adopt digital and advanced digital technologies. 
While both categories of technologies foster digital transformation, their adoption, benefits 
and limitation differ. 

Figure 37: Definitions of basic and advanced digital technologies 

Basic digital technologies 

Advanced digital technologies 

improve 

(e.g.,  websites 

These are foundational tools and platforms that 
enable tourism companies to establish an online 
presence  and 
their  operational 
efficiency. Some examples include e-commerce 
online 
platforms 
marketplaces 
online 
transactions),  social  media  (e.g.  use  of 
platforms like Facebook, Instagram, and Twitter 
for marketing and customer engagement), Point 
of  Sale  (POS)  systems,  Customer  Relationship 
Management (CRM) systems. 

facilitate 

that 

and 

Advanced  technologies  involve  cutting-edge 
innovations 
that  offer  more  sophisticated 
solutions  for  optimising  operations,  enhancing 
a 
customer 
and 
in 
competitive 
digital 
marketplace. 
include  Artificial 
Intelligence  (AI)  and  Machine  Learning  (ML), 
Internet of Things (IoT), Big Data and Advanced 
Analytics,  Augmented  Reality  (AR)  and  Virtual 
Reality (VR), Blockchain, etc.  

experiences, 
advantage 
Examples 

gaining 

the 

Source: Technopolis Group  

Digital technology has transformed the tourism industry in several ways: it eases travel 
planning,  allows  the  optimisation  of  operations,  improves  the  travel  experience  and 
increases  safety  for  example  by  using  digital  traveller  identity.  The  emergence  of  the 
internet has enabled the development of a tourism market where travellers and tourists 
are more informed and autonomous and use digital information to make travel decisions3. 
The  tourism  industry  has  become  more  digital,  mobile  and  personalised124  affecting  the 
tourism eco-system across three dimensions: 

1. Improving Customer Experience and Personalisation 

•  Digital platforms and mobile applications allow tourists to plan, compare, and 
book  travel  services  easily.  Startups  leveraging  AI  and Big  Data are  offering 
increasingly  personalised  services,  which  improve  customer  satisfaction  by 
analysing customer behaviour and enhancing travel recommendations. 

•  Augmented  Reality  (AR) and Virtual  Reality  (VR) are  helping  tourism 
businesses  offer  more  interactive  and  immersive  experiences.  AR  can  provide 
additional  information  about  landmarks,  while  VR  allows  potential  visitors  to 
virtually  explore  destinations,  making  the  booking  process  more  informed  and 
engaging. The Metaverse, is also promising to impact tourism services, along the 
same lines. 125 

•  Artificial  Intelligence  (AI) is  also  playing  a  critical  role  in  personalising  the 
travel  experience  by  offering  tailored  recommendations  based  on  customer 
preferences. This helps to streamline bookings and improve customer satisfaction. 

124 McKinsey & Company (2023). The future of tourism: bridging the labor gap, enhancing customer experience. McKinsey 
Insights.  Retrieved  from:  https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/future-
of-tourism-bridging-the-labor-gap-enhancing-customer-experience;  
OECD (2021). Preparing the tourism workforce for the digital future. OECD Tourism Papers, 2021/02. OECD Publishing, 
Paris. https://doi.org/10.1787/9258d999-en 
Dang, T.D. & Nguyen, M.T. (2023). Systematic review and research agenda for the tourism and hospitality sector: Co-
creation  of  customer  value  in  the  digital  age.  Future  Business  Journal,  9(94),  1-16.  https://doi.org/10.1186/s43093-
023-00274-5 
Kontogianni, A., Alepis, E., & Patsakis, C. (2022). Smart tourism and artificial intelligence: paving the way to the post-
COVID-19 era. In Advances in Artificial Intelligence-based Technologies, Learning and Analytics in Intelligent Systems 
(Vol 22, pp 1-12). Springer. https://doi.org/10.1007/978-3-030-80571-5_7 
World Economic Forum. (2023). How is AI reshaping the travel and tourism industry? World Economic Forum. Retrieved 
from https://www.weforum.org/agenda/2023/12/how-is-ai-reshaping-the-travel-tourism/ 
125 
insights/tourism-in-the-metaverse-can-travel-go-virtual 

https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-

instance 

here: 

See 

for 

60 

 
 
2. Boosting Operational Efficiency and Sustainability 

•  The Internet  of  Things  (IoT) is  improving  operational  efficiency  by  enabling 
smart systems in hotels, allowing guests to control room features like lighting and 
temperature  via  smartphones.  This  enhances  customer  comfort  and  helps 
businesses use resources more efficiently. IoT is also playing a role in supporting 
sustainability by reducing energy consumption and adding predictive maintenance, 
where systems automatically monitor and manage resources. 

•  Big  Data and AI are  enabling  tourism  businesses  to  forecast  demand,  plan 
resources, and manage tourist flows, particularly at popular destinations. Cloud 
technologies further support efficient operations by providing quick access to critical 
data and insights. 

3. Supporting New Business Models  

•  Blockchain  technology is  being  explored  to  secure  transactions  and  manage 
data,  which  can  help  improve  booking  security  and  payment  processes  in  the 
tourism sector. 

•  The  rise  of digital  twins—virtual  replicas  of  hotels  or  tourist  destinations—
offers  customers  the  ability  to  explore  accommodations  virtually  before  booking, 
thus improving transparency and helping with decision-making. 

•  The  tourism  industry  has  seen  a  steady  increase  in digital  startups,  particularly 
those  offering  big  data  and  AI-powered  solutions  to  offer  personalised 
services and  leverage  the sharing  economy,  which  are  reshaping  how  tourism 
services are delivered. 

The survey of tourism companies indicates that the adoption of advanced digital 
technologies  increased  productivity  between  1-15%.  The  largest  share  of 
respondents witnessed an increase in productivity as a result of cloud computing 
followed by AI and big data (see Table below). However, 5% of businesses reported a 
decrease in productivity attributed to the initial investment costs associated with adopting 
new  technologies  or  practices.  This  decline  in  productivity  can  often  occur  during  the 
transition phase when organisations implement significant changes. The initial costs may 
include  expenditures  on  equipment,  software,  employee  training,  and  changes  to 
operational processes.  

Table 11: The impact of advanced digital technologies on productivity in tourism 

Increased

No change

Decreased

Cloud computing

Artificial Intelligence

Big Data

IoT

AVR

Blockchain

73%

72%

70%

62%

41%

14%

Source: EMI Enterprise Survey 2024, n= 

5%

5%

26%

21%

25%

37%

58%

85%

61 

 
 
 
 
 
 
 
Appendix A: References 

Carlisle, S., Ivanov, S., & Dijkmans, C. (2021). The digital skills divide: evidence from the 
european tourism industry. Journal of Tourism Futures. https://doi.org/10.1108/JTF-07-2020-
0114 

Carlisle, S., Ivanov, S., Dijkmans, C., & Marco-Lajara, B. (2022). Environmental skills gaps 
in tourism and hospitality organisations: Evidence from Europe. Tourism, 70(3), 411-431. 
https://doi.org/10.37741/t.70.3.6 

Dang, T.D. & Nguyen, M.T. (2023). Systematic review and research agenda for the tourism 
and hospitality sector: Co-creation of customer value in the digital age. Future Business 
Journal, 9(94), 1-16. https://doi.org/10.1186/s43093-023-00274-5 

González-Sánchez,  R.,  Alonso-Muñoz,  S.,  Medina-Salgado,  M.-S.,  &  Torrejón-Ramos,  M. 
(2023).  Driving  Circular  Tourism  Pathways  in  the  Post-Pandemic  Period:  A  Research 
Roadmap. Service Business, 17, 633-668. https://doi.org/10.1007/s11628-023-00537-9 

Kontogianni, A., Alepis, E., & Patsakis, C. (2022). Smart tourism and artificial intelligence: 
paving  the  way  to  the  post-COVID-19  era.  In  Advances  in  Artificial  Intelligence-based 
Technologies, Learning and Analytics in Intelligent Systems (Vol 22, pp 1-12). Springer. 
https://doi.org/10.1007/978-3-030-80571-5_7 

McKinsey  &  Company.  (2023a).  Travel  startups:  disruption  from  within?  McKinsey  &  Company. 
Retrieved 
https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-
insights/travel-startups-disruption-from-within 

from 

McKinsey  and  Company. 
from  within–or  not? 
https://www.mckinsey.com/~/media/mckinsey/industries/travel%20logistics%20and%20infrastruc
ture/our%20insights/travel%20startups%20disruption%20from%20within/travel-startups-
disruption-from-within-or-not.pdf 

(2023b).  Travel  startups:  disruption 

McKinsey & Company (2023c). The future of tourism: bridging the labor gap, enhancing 
from: 
customer 
https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/future-of-
tourism-bridging-the-labor-gap-enhancing-customer-experience 

experience. 

Retrieved 

McKinsey 

Insights. 

Nekmahmud,  M.,  Ramkissoon,  H.,  and  Fekete-Farkas,  M.  (2022).  Green  purchase  and 
sustainable  consumption:  A  comparative  study  between  european  and  non-european 
tourists. Tourism Management Perspectives, 43. https://doi.org/10.1016/j.tmp.2022.100980 

Nyagaka, C. (2024), Impact of mobile booking applications on consumer behavior in the 
38. 
hospitality 
https://doi.org/10.47941/jmh.1958 

of  Modern  Hospitality 

industry. 

Journal 

3(2), 

26 

– 

OECD (2021). Preparing the tourism workforce for the digital future. OECD Tourism Papers, 
2021/02. OECD Publishing, Paris. https://doi.org/10.1787/9258d999-en 

OECD  (2024).  OECD  Tourism  Trends  and  Policies  2024.  OECD  Publishing,  Paris. 
https://doi.org/10.1787/80885d8b-en 

PANTOUR Project. (2024). European skills survey report: addressing skills gaps in tourism. 
Erasmus+ PANTOUR Project, European Union. 

Sorakunnas,  E.,  Räikkönen,  J.,  Konu,  H.,  Grénman,  M.,  &  Tyrväinen,  L.  (2024). 
tourism 
Biodiversity, 
program. Scandinavian 
1–19. 
https://doi.org/10.1080/15022250.2024.2332308 

in  a  national 
and 

sustainable 
Tourism, 

resilience 
of 

leadership,  and 

Hospitality 

Journal 

Steiger,  R.,  Demiroglu,  O.  C.,  Pons,  M.,  &  Salim,  E.  (2023). Climate  and  carbon  risk  of 
tourism 
Tourism. 
Journal 
https://doi.org/10.1080/09669582.2022.2163653 

Sustainable 

Europe. 

of 

in 

Strasdas, W., Lund-Durlacher, D., Wolf-Gorny, L., Schuh, B., Badouix, M., Gaugitsch, R., 
Gorny, H., Münch, A., Weber, F., Priskin, J., Wyss, M., Brkanovic, S., Eggli, F., Kinga, H., 
&  Rončák,  M.  (2022).  Unbalanced  tourism  growth  at  destination  level  –  Root  causes, 

62 

 
impacts, 
https://doi.org/10.2826/782120 

existing 

solutions, 

and 

good 

practices. 

European  Commission. 

Šubelj, G., Veiga, J. M., Aydın, E.B., & Aydın, M. (2024). Marine Litter Watch – Europe’s 
Beach Litter Assessment (ETC BE Report 2024/1). European Topic Centre on Biodiversity 
and  Ecosystems.  Retrieved  from:  https://www.eionet.europa.eu/etcs/etc-be/products/etc-be-
products/marine-litter-watch-2013-europe2019s-beach-litter-assessment 

Tihinen, M., & Salvador, M. (2024). Boosting the uptake of digitalisation, innovation, and 
new  technologies  in  tourism  through  transnational  cooperation  and  capacity  building. 
Lapland University of Applied Sciences, NEST - Tourism Innovation Center, 1-37. 

Trstenjak, A., Tomas Žiković, I. & Žiković, S. (2023). Making tourism more sustainable: 
empirical 
Sustain. 
https://doi.org/10.1007/s10668-023-04284-9 

countries. Environ  Dev 

EU  member 

evidence 

from 

UNECE (2022). Applying principles of circular economy to sustainable tourism. Background thematic 
document of the Committee on Environmental Policy of the UN Economic Commission for Europe. 
Retrieved 
https://unece.org/sites/default/files/2022-05/CEP-
SS_Sustainable_Tourism.IP_.03.e.pdf 

from: 

Vilkaite-Vaitone,  N.,  &  Tamuliene,  V.  (2024).  Unveiling  the  untapped  potential  of  green 
consumption in tourism. Sustainability, 16, 230. https://doi.org/10.3390/su16010230 

World Economic Forum. (2023). How is AI reshaping the travel and tourism industry? World 
Economic  Forum.  Retrieved 
from  https://www.weforum.org/agenda/2023/12/how-is-ai-
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World Economic Forum. (2024). Travel & Tourism Development Index 2024: Leveraging 
Travel & Tourism for Shared Prosperity and Resilient Economies. World Economic Forum. 
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from 
https://www3.weforum.org/docs/WEF_Travel_and_Tourism_Development_Index_2024.pdf 

investment 

World Tourism Organisation (UNWTO). (2021). Travel and tourism tech startup ecosystem 
from  https://webunwto.s3.eu-west-
and 
1.amazonaws.com/s3fs-public/2021-06/travel-and-tourism-tech-startup-ecosystem-and-
investment-landscape.pdf 

landscape.  UNWTO.  Retrieved 

World  Tourism  Organisation.  (2024).  The  integration  of  biodiversity  in  national  tourism 
policies. UN Tourism, Madrid. https://doi.org/10.18111/9789284424900 

World  Tourism  Organisation  and  Saxion  University  of  Applied  Sciences  (2025).  Artificial 
Intelligence Adoption in Tourism – Key Considerations forSector Stakeholders, UN Tourism, 
Madrid,DOI: https://doi.org/10.18111/9789284426065. 

63 

 
 
  
 
 
 
Appendix B: Methodological notes 

Startup data and venture capital data analysis 

Selected fields from Crunchbase and Net Zero Insights: 
Table 12: Concordance between NACE and Crunchbase/N0 

NACE 

Crunchbase and Net Zero Insights 

I 

Accommodation and food service activities  Hotel, 

Travel 

Hospitality, 
Restaurants 

Accommodations, 
Rental, 

Vacation 

N79 

Travel  agency,  tour  operator  and  other 
reservation service and related activities 

Travel  arrangement  and  reservation 
services  Travel  Agency,  Adventure 
Travel,  Business  Travel,  Hospitality, 
Tour Operator,  

R93 

N82  

R90-
R92  

H49-
H50-
H51 

Sports  activities  and  amusement  and 
recreation activities 

Sports, Amusement Park 

Office  administrative,  office  support  and 
other business support activities 

Not applicable 

Creative, arts and entertainment activities; 
libraries,  archives,  museums  and  other 
cultural  activities;  gambling  and  betting 
activities  

Land-, water-, air transport 

Museums  and  Historical  Sites,  Parks, 
Resorts, Casino  

Public  Transportation,  Railroad,  Marine 
Transportation, Air Transportation   

 Source: Technopolis Group and Kapa Research, 2023 

Survey  

CORDIS data analysis 

Codes used: 

NACE_rev2 

Description 

H49 

H50 

H51 

I 

N79 

N82 

Land transport and transport via pipelines 

Water transport 

Air transport 

Accommodation and food service activities 

Travel 
reservation service and related activities  

agency, 

tour 

operator 

and 

other 

Office administrative, office support and other business support activities 

R90-R92 

Creative,  arts  and  entertainment  activities;  libraries,  archives,  museums  and 
other cultural activities; gambling and betting activities 

R93 

Sports activities and amusement and recreation activities 

Keywords  used:  vacation,  hospitality,  air  transport  &  tourism,  restaurants,  wheelchair  access*, 
disabled guest*, culture, transport & tourism, tourism 

64 

 
  
 
 
 
 
 
LinkedIn data analysis 

Table 13: Concordance between NACE and LinkedIn 

NACE 

LinkedIn industry categories 

Accommodation and food service activities  Hospitality, Restaurants,  

Travel  agency,  tour  operator  and  other 
reservation service and related activities 

Leisure, Travel & Tourism  

Sports  activities  and  amusement  and 
recreation activities 

Recreational Facilities & Services,  

Sports 

Office  administrative,  office  support  and 
other business support activities 

na 

Creative, arts and entertainment activities; 
libraries,  archives,  museums  and  other 
cultural  activities;  gambling  and  betting 
activities  

Museums & Institutions 

Gambling & Casinos 

Land-, water-, air transport 

Airlines/Aviation 

I 

N79 

R93 

N82  

R90-
R92  

H49-
H50-
H51 

 Source: Technopolis Group based on LinkedIn 

Green skills – keywords used: Cleantech, Sustainability, Sustainable Development, Sustainable 
Business, Energy Efficiency, Clean Energy Technologies, Renewable Energy, Wind Energy, Biomass, 
Biomass  Conversion,  Solar  Energy,  Solar  Power,  Urban  Forestry,  Forest  Ecology,  Sustainable 
Communities,  Organic  Farming,  Organic  Gardening,  Urban  Agriculture,  Organic  Food,  Waste 
Management, Waste Reduction, Recycling, Water Treatment, Water Resource Management, Water 
Purification, Green Marketing, Green Printing, Environmental Biotechnology, Environmental Science, 
Environmental  Engineering,  Environmental  Management  Systems,  Environmental  Protection, 
Wastewater Treatment, Ecology, Circular Economy, Zero Waste, Waste to Energy, Plastics Recycling, 
E-Waste,  Carbon  Reduction  Strategies,  Carbon  Footprinting,  Carbon  Neutral,  Energy  Retrofits, 
Biodiversity,  Biodiversity  Conservation,  Nature  Conservation,  Advanced  Materials,  Nanomaterials, 
Biomaterials, Reuse, Separation Process, Sorting, Equipment Repair, Natural Resource Management, 
Sustainability  Reporting,  Green  Development,  Sustainable  Cities,  Energy  Conservation,  Energy 
Management,  Environmental  Awareness,  Environmental  Impact  Assessment,  Environmental 
Compliance, Leadership in Energy and Environmental Design (LEED), Environmental Policy, Green 
Technology, Sustainable Design, Sustainable Architecture, Environmental Consulting, Maintenance 
and Repair, Solar PV, Solar Cells, Wind Turbines, Wind Turbine Design, Carbon Capture, Low Carbon 
Technologies,  Low  Carbon,  Renewable  Fuels,  Renewable  Energy  Systems,  Renewable  Resources, 
Integrated  Water  Resources  Management,  Natural  Resources,  Biodiesel,  Bioplastics,  Waste 
Treatment,  Waste  Water  Treatment  Plants,  Electric  Vehicles,  Hybrid  Electric  Vehicles,  Multi-modal 
Transportation, Energy Efficiency Consulting, Recycled Water, Adaptive Reuse, Ecodesign, Life Cycle 
Assessment,  Energy  Optimisation,  Alternative  Fuels,  Green  Building,  Green  Infrastructure,  Green 
Purchasing,  Biodegradable  Products,  ISO  14001,  EMAS,  Environmental  Standards,  Ecotourism, 
Nature tourism 

Digital skills – keywords used: data analytics, tourism flow management, online platforms, digital 
payment,  online  ticketing,  Cybersecurity,  Intrusion  Detection,  Malware  Detection,  Cloud  Security, 
Cybercrime  Investigation,  Cyber  Threat  Intelligence  (CTI),  Cryptography,  DLP,  Malware  Analysis, 
IDP; Vulnerability Assessment, Certified Information Security Manager (CISM), Computer Forensics, 
Cloud Infrastructure, Cloud Services, Google Cloud Platform (GCP), SAP Cloud Platform, SAP HANA, 
Everything  as  a  Service  (XaaS),  Software  as  a  Service  (SaaS),  Platform  as  a  Service  (PAAS), 
Infrastructure as a Service (IaaS), Private Clouds, Hybrid Cloud, Cloud Computing, Edge Computing, 
High  Performance  Computing  (HPC),  Serverless  Computing,  Robotics,  Robot,  Robotic  Surgery, 
Human-robot  Interaction,  Drones,  Connected  Devices,  Internet  of  Things  (IoT),  Robotic  Process 
Automation (RPA), Wireless Sensor Networks, Embedded Systems, Cyber-Physical Systems, Smart 
Cities, Artificial Intelligence (AI), Biometrics, Cognitive Computing, Computer Vision, Deep Learning, 
Machine  Learning,  Natural  Language  Processing  (NLP),  Natural  Language  Understanding,  Natural 
Language  Generation,  Reinforcement  Learning,  Speech  Recognition,  Supervised  Learning, 
Unsupervised Learning, Big Data Analytics, Hadoop, Real-time Data, Yarn, Teradata Data Warehouse, 

65 

 
 
  
 
 
Blockchain,  Ethereum,  Bitcoin,  Cryptocurrency,  Crypto,  Distributed  Ledger  Technology  (DLT), 
Hyperledger,  Augmented  Reality  (AR),  Virtual  Reality  (VR),  Mixed  Reality,  Computer-Generated 
Imagery (CGI), Connectivity, M2M, 5G, SD-WAN, Home Automation, Flexible Manufacturing Systems 
(FMS),  Smart  Manufacturing,  Smart  Materials,  Quantum  Computing,  Smart  Devices,  Intelligent 
Systems,  Big  Data,  Computer-Aided  Design  (CAD),  Computer  Science,  MATLAB,  C  (Programming 
Language),  Python  (Programming  Language),  Digital  Strategy,  Digital  Printing,  Digital  Marketing, 
Online  Journalism,  Revit,  Building  Information  Modeling  (BIM),  JavaCard,  R  (Programming 
Language), Digital Imaging, Digital Media, C++, Collaborative Robotics, Industrial Robotics, Medical 
Robotics, Mobile Robotics, AutoCAD, Automation, Autodesk 3ds Max, Lumion, Data Analysis, Data 
Mining,  5G  Core,  Integrated  Security  Systems,  Cloud  Applications,  Cloud  Computing  IaaS, 
Cryptocurrency  Mining,  CryptoAPI,  Automated  Machine  Learning  (AutoML),  Machine  Learning 
Algorithms,  Virtual  Reality  Development,  Virtual  Data  Rooms,  Intelligence  Systems,  Robot 
Programming,  Predictive  Analytics,  Data  Lakes,  Blockchain  Analysis,  Digital  Publishing,  Enterprise 
Software, Software Development, SAS (Software), SAP Products, SAP ERP, Online Payment, Online 
Payment  Solutions;  Online  Travel,  Online  Marketing,  Online  Business  Management,  Online 
Advertising,  Online  Gaming,  Web  Services,  Mobile  Applications,  Mobile  Marketing,  Java  Database 
Connectivity  (JDBC),  Data  Warehousing,  Statistical  Data  Analysis,  Data  Modeling,  Databases; 
Electronic Data Capture (EDC), Data Centers, Oracle Database, SAP Solution Architecture Data Entry, 
Data  Management,  Data  Mapping,  Web  Applications,  GIS  Applications,  Oracle  Applications,  Visual 
Basic  for  Applications  (VBA),  Computer  Hardware,  Computer  Maintenance,  Computer  Network 
Operations,  Computer  Networking,  Computer  Graphics,  Online  Communications,  Social  Media 
Marketing, Digital Direct Marketing, Digital Illustration, Digital Video, Digital Photography, Xero, GPS 
Applications, GPS Devices, GPS Tracking, GPS Navigation, Microsoft Power Apps, Social Networking 
Apps,  Google  Apps  Script,  Social  Media,  E-Commerce,  Data  Intelligence,  Online  Platforms,  Mobile 
Payments 

66 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
GETTING IN TOUCH WITH THE EU 

In person 

All over the European Union there are hundreds of Europe Direct information centres. You can find the 
address of the centre nearest you at: https://europa.eu/european-union/contact_en 

On the phone or by email 

Europe Direct is a service that answers your questions about the European Union. You can contact 
this service: 

– by freephone: 00 800 6 7 8 9 10 11 (certain operators may charge for these calls), 

– at the following standard number: +32 22999696, or  

– by email via: https://europa.eu/european-union/contact_en 

FINDING INFORMATION ABOUT THE EU 

Online 

Information about the European Union in all the official languages of the EU is available on the Europa 
website at: https://europa.eu/european-union/index_en 

EU publications 

You can download or order free and priced EU publications from: https://op.europa.eu/en/publications. 
Multiple copies of free publications may be obtained by contacting Europe Direct or your local 
information centre (see https://europa.eu/european-union/contact_en). 

EU law and related documents 

For access to legal information from the EU, including all EU law since 1952 in all the official language 
versions, go to EUR-Lex at: http://eur-lex.europa.eu 

Open data from the EU 

The EU Open Data Portal (http://data.europa.eu/euodp/en) provides access to datasets from the EU. 
Data can be downloaded and reused for free, for both commercial and non-commercial purposes. 

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