Tourism

Tourism is a pillar of the European Union’s economy, acting as both a major engine for growth and a vital source of employment. As of 2025-2026, the sector consistently contributes approximately 10% of the EU’s total GDP and supports roughly 22-23 million jobs—nearly one in every nine workers across the bloc. Beyond the raw numbers, tourism is uniquely transversal; it fuels regional development in coastal, mountain and rural areas while acting as a primary client for transport, construction, retail and cultural services. When tourism fluctuates, these interconnected sectors feel the impact immediately, making its stability a necessity for the broader European economy.

For decades, tourism operated on fragmented, legacy systems. The shift toward Data and AI is a genuine paradigm shift for three reasons:  

• From Anecdotal to Evidence-Based Policy: Previously, policy decisions were based on lagging, high-level statistics. With the Common European Tourism Data Space, the sector can now utilise real-time, granular data to monitor visitor flows, environmental strain and economic impact. This allows the Task Force to make proactive rather than reactive decisions.
• Democratising Intelligence: AI acts as a great equaliser. Traditionally, only the largest global platforms could afford to use big data to optimise pricing and marketing. By providing shared digital infrastructure and AI tools, the EU is enabling SMEs—which make up the vast majority of the tourism landscape—to compete on a level playing field with global giants.
• Managing the “Twin Transition”: Data and AI allow for the optimisation of resources that were previously impossible to track efficiently. AI-driven predictive modeling helps destinations manage overcrowding, minimise waste and align their operations with the European Green Deal targets, ensuring that tourism becomes a driver of regeneration rather than resource depletion  

Despite this economic weight, tourism has historically been treated as an “annex” to other policy areas. The 2026 launch of the European Strategy on Sustainable Tourism and the subsequent MFF 2028-2034 funding framework signal a shift, finally recognizing tourism as a core strategic sector requiring dedicated governance.  

The creation of the Task Force is a response to several critical pressures within the current tourism landscape:  

• Data Fragmentation: While the sector generates massive amounts of data, it is siloed. There is an urgent need for an interoperable, AI-ready data infrastructure (extending the DEPLOYTOUR legacy) to allow for example: destinations to manage visitor flows and optimize resources in real time, companies being more competitive and develop new business models.
• The “Twin Transition” Gap: SMEs in the tourism ecosystem often lack the resources to adopt complex AI, green technologies, or digital management tools. A Task Force is needed to “democratise” these technologies, providing information, generating networking and to produce an up-to-date knowledge on anything related to AI and Data in tourism.
• Managing Overtourism and Resilience: Destinations face increasing pressure from seasonal overcrowding and climate-related disruptions. The Task Force is necessary to coordinate cross-sectoral responses—such as linking transport connectivity to tourism demand—that no single ministry or private entity can solve alone.
• Digital Sovereignty: Europe currently relies heavily on non-European platforms for its tourism data and booking flows. The Task Force is essential to foster a home-grown digital ecosystem that keeps the economic value and data ownership within the EU.