Tourism is entering a new era shaped by data, sustainability, and smarter decision-making. In this first episode of the DeployTour podcast, Tourism Meets Data, Dolores Ordóñez, General Director of AnySolution and coordinator of DEPLOYTOUR, explains why data sharing, interoperability, and AI are becoming essential for the future of the tourism sector. This article highlights the main insights from the conversation and explores how the European Tourism Data Space can help destinations and tourism businesses become more resilient, competitive, and sustainable.

In the rapidly evolving landscape of global travel, data has become the most valuable currency. For years, the European tourism sector has grappled with a "data paradox": while an immense amount of information is generated daily—from flight bookings to social media check-ins—this data has remained siloed, fragmented, and often inaccessible to the actors who need it most.