The future of tourism lies in the smart use of data, and a key step toward that future was taken at the recent D3HUB Partners’ Meeting held in Rome. Representing Arctur, Urska Starc Peceny and Vesna Kobal joined forces with other stakeholders in the D3HUB - EU Competence Centre, reinforcing their commitment to advancing data management in tourism destinations across Europe.
The D3HUB initiative, established as a Competence Centre for data-driven tourism development, is setting new benchmarks for how destinations can be managed more intelligently, sustainably, and efficiently. During the meeting, partners worked together to finalize the program framework for piloting destinations, marking the start of a highly anticipated implementation phase. The initiative is now prepared to launch its cooperation with 40 carefully selected Destination Management Organizations (DMOs), creating a collaborative environment where innovative data strategies can be tested, refined, and scaled.
Much of the discussion in Rome focused on the operational and strategic aspects of the Competence Centre itself. Topics included how the Centre will provide support to DMOs, the types of data services that will be delivered, and the long-term goals for creating a resilient, digitally empowered tourism ecosystem. By entering the pilot phase, D3HUB is set to demonstrate how data can become a central pillar of decision-making for destinations seeking to respond more dynamically to visitor behavior, sustainability goals, and market trends.
This meeting was more than just a planning session; it was a clear signal that the tourism sector in Europe is ready to embrace transformation. With its multi-stakeholder approach and strong emphasis on collaboration, D3HUB is not only driving innovation—it is shaping the next generation of tourism management. The work initiated in Rome will lay the foundation for smarter, more responsive destinations, helping tourism stakeholders unlock the full potential of data in the months and years to come.
