The D3HUB – EU Competence Centre has officially launched its pilot phase aimed at transforming tourism through data-driven solutions. The initiative brings together 40 Destination Management Organizations (DMOs) from across Europe, each selected to participate in a year-long journey focused on using data to tackle tourism challenges and build more sustainable, resilient destinations.
The launch event, was met with great enthusiasm and marked a significant milestone for the D3HUB project. With around 100 participants in attendance, the event provided a dynamic space for collaboration and exchange, setting the stage for what promises to be an impactful programme.
The session opened with remarks from Misa Labarile, PhD, of the European Commission, who emphasized the importance of digital transformation in the tourism sector and the critical role of data in enabling better decision-making. Dolores Ordoñez, Director of AnySolution and Project Coordinator, followed with a comprehensive presentation outlining the goals and structure of the pilot programme.
Throughout the event, representatives from the initiative’s four regional clusters presented their roles and responsibilities, highlighting the collaborative nature of the programme and its pan-European scope. The agenda also included an interactive Q&A session, where participants discussed the practical aspects of the pilot and shared insights into the local realities and expectations for the year ahead.
The selected DMOs will now begin a peer-learning process supported by the D3HUB Competence Centre, where they will explore innovative tools and methodologies for managing tourism more effectively through data. This includes developing strategies for visitor management, sustainability, and destination competitiveness—all powered by smart data use.
The launch marks a major step forward in building a stronger, data-literate tourism sector. With this collaborative approach, D3HUB aims to empower destinations to better understand and respond to the evolving needs of travelers and communities alike.
