The European tourism sector is entering a new era, as the DEPLOYTOUR project begins testing its vision of a Common European Tourism Data Space through five pilot initiatives across the continent. Each pilot addresses some of the industry’s most pressing challenges, from overcrowding in natural destinations to the digital empowerment of small businesses. Together, they showcase how data sharing and innovation can transform tourism into a more sustainable, competitive, and resilient sector.
In Spain, the focus is on the Canary Islands, Andalusia, and the Balearic Islands. These regions face the double challenge of overtourism and the need to keep evolving in order to remain competitive. DEPLOYTOUR is deploying data-driven dashboards for local tourism boards and tailored tools for SMEs, helping them improve their business strategies while embedding sustainability at the heart of the tourism offering. By enabling businesses to act as both providers and consumers of data, the pilot is redefining collaboration across the tourism value chain.
In France, the project addresses the fast-changing Meetings, Incentives, Conferences, and Exhibitions (MICE) sector in the Paris region. The pandemic left deep marks on this industry, where flexibility, hyper-personalization, and sustainability have become critical demands. DEPLOYTOUR is developing a near real-time, AI-driven concierge tool for event professionals, offering insights on transport, leisure, and cultural options while providing sustainability and economic impact data for organizers. The aim is to give MICE players the agility and intelligence they need to thrive in the new market landscape.
On Syros Island in Greece, the spotlight shifts to cultural heritage as a lever for diversification. Traditionally dependent on seasonal “sun-and-sea” tourism, Syros is vulnerable to climate risks and changing visitor patterns. By using 3D scanning, digital twin technology, and data-driven storytelling, DEPLOYTOUR is helping local communities unlock the island’s cultural assets, extend the tourist season, and build a more balanced, resilient destination model.
Further north, in Lapland, Finland, the focus is on empowering SMEs that often lack the resources and digital infrastructure to make the most of complex tourism data. A new collaborative platform will connect small businesses with TravelTech solutions, enabling them to improve efficiency, enhance customer satisfaction, and strengthen competitiveness. By giving SMEs access to data-driven insights, DEPLOYTOUR is ensuring that even the smallest players benefit from Europe’s tourism data revolution.
Whereas in the Alpine regions of Austria and Slovenia, these natural landscapes attract millions of visitors each year, yet face growing challenges from overcrowding, environmental pressures, and climate change. The Alpine pilot, led by ARCTUR is testing advanced AI and data analytics to monitor and predict visitor flows, helping local authorities manage carrying capacity in real time. A dedicated dashboard will give destinations the tools to balance tourism with preservation, while a mobile application will guide visitors toward more sustainable choices—whether that means traveling at off-peak times, using eco-friendly transport, or exploring lesser-known attractions.
By combining environmental protection with enhanced visitor experience, the Alpine pilot sets a new benchmark for sustainable tourism management in natural areas. More than a technical trial, it is a vision of how Europe can reconcile its role as the world’s top travel destination with its ambition to be the most sustainable.
As these pilots advance, they will prove the real-world value of the European Tourism Data Space and test its architecture. For Spain, France, Greece, Finland, and especially Austria and Slovenia, the message is clear: the future of tourism lies in data, and DEPLOYTOUR is showing the way forward.
