For over a decade, one idea has been quietly reshaping the foundations of the global economy: data. When it comes to data and digitalisation, the Commission has a big role, it regulates the sector. The European Union has the power to make the laws that change how the digital economy works. But when it comes to tourism, it is more complicated because it can’t be regulated, unlike data. That is why the European Union aims to create a single market for data, a data union, through initiatives like DEPLOYTOUR.
Podcast Tourism meets data – Episode 3 with Misa Labarile.
In this third podcast episode with Misa Labarile, Policy Officer at the European Commission, we zoom out to the European level to understand why data has become a strategic priority for the European Union (EU), and what this means for tourism.
This article explores the key takeaways from that conversation.
The European Data Strategy
The European Data Strategy may sound technical, but it matters to everyone. What makes it significant is that it allows data to be used in a safe, transparent and ethical way, making the European Union one of the regions in the world where people can feel secure about data while also accessing high quality information.
Launched in 2020, the strategy will be soon complemented by the new Sustainable Tourism Strategy, two different frameworks that, at European level, come together. And that is exactly what the EU can do: make these worlds meet.
European Strategy on Sustainable Tourism
For tourism actors, the new strategy will send a clear and strong signal: tourism is a priority for the European Union. That was not always the case. But beyond recognition, the strategy is about building consensus on where the sector should go and how to shape the tourism of tomorrow. Industry operators and stakeholders have agreed for years on one thing: Europe has the potential to become the number one sustainable destination in the world, and to present itself as a model for doing tourism right. Because in many destinations, it is already happening. What the sector expects from this strategy is to make that vision clear, and to lay the groundwork to keep building on it.
Data as a driver for SMEs and sustainable destinations
Data is at the heart of making tourism more sustainable and more competitive, especially for small and medium enterprises. Using data started by understanding data’s intelligence, and whatever your objective, whether it is becoming greener or ensuring that your destination regenerates the land through tourism activities, the only way to start is by using data correctly. But what happens when you don’t have it? Perhaps a region across the border, or across the sea, does. The goal is to make that data accessible, based on terms that everyone agrees on, because no one should be forced to share data they hold. For SMEs, access to quality data is transformative. It allows them to grow, but in a way that is solid, not based on wishlists, but on real business plans. And that is exactly the kind of competitive edge that a European data union can unlock.
Common European Data Spaces to unlock the value of data
One of the key tools to achieve this vision is the Common European Data Space for Tourism. Right now, data in the tourism sector flows in every direction — across sectors, across borders — but without a shared framework. Everyone collects data, but in their own language, their own format, their own way. Making sense of it all is a real challenge. The Common European Data Space for Tourism aims to change that by creating a mechanism that makes data flows easy, standardised and accessible to all. It is not a simple project, it will take a few years, but the ambition is clear: ensuring that SMEs, destinations, governments, and anyone who needs data in Europe can access high quality information they can use immediately, for business decisions, policy choices, or whatever they need it for.
DEPLOYTOUR is the project that will deliver the Common European Data Space for Tourism. The European Commission cannot build it alone because it requires a public-private partnership, bringing together the sector itself. While the Commission can set the funding, the initiative ultimately needs to come from the industry. That is exactly what DEPLOYTOUR is: that partnership.
A framework for safe Data Sharing
Data sharing inevitably raises questions around control, confidentiality and ethics, and the EU has a clear answer: GDPR. But beyond the well-known regulation, ethical principles are not an afterthought. They are a key component of every data space being built across sectors. Security, safety and transparency are embedded from the ground up, because in Europe, working with data without considering its ethical dimensions is simply not an option.
Stakeholder participation in Data Spaces
A data space is only as good as the number of actors that take part in it. That is why stakeholder participation, from SMEs and destination management organisations to academia and innovators, is so important. The more participants, the more valuable the data space becomes. Participation is entirely voluntary, and that is a key principle: no one can be forced to share data they do not want to share. But the goal is to build a data space that people can trust, and to do everything possible to explain its benefits and incentivise those who want to contribute.
Yet access alone is not enough. In parallel, work is being done on upskilling and reskilling, because having access to data means nothing if you do not know what to do with it. Training and digital skills came up consistently throughout a year of consultations as one of the top priorities for the tourism sector.
What is DEPLOYTOUR’s role in Europe’s digital sovereignty?
DEPLOYTOUR alone will not change digital sovereignty for the entire EU, but it plays a crucial role in a much larger effort. While building the European Tourism Data Space, DEPLOYTOUR is also working to ensure it connects with European data spaces across other sectors (mobility, health, cultural heritage, the Green Deal, and more). Once data can flow freely across these spaces, digital sovereignty becomes a reality. DEPLOYTOUR is one part of a machine and is building the foundations for a smarter Europe.
Key messages:
- Tourism is a priority. The European Commission is committed to tourism as a sector that can drive Europe forward, one worth investing in, capable of bringing economic value. As a global pioneer in data ethics, the EU ensures that tourism development goes hand in hand with sustainability, GDPR compliance, and the respect of fundamental rights.
- Data is essential. You cannot move forward without understanding how to use data correctly for your organisation. Whether you want to become greener, attract the right visitors, or build a solid business plan, data is where it starts.
- Trust the process.The technical complexity behind data spaces and digital infrastructure can be hard to grasp, but it is precisely when these pieces come together that they form an ecosystem we can all rely on. To make sure no one is left behind, concrete tools are already being put in place — from training programmes and upskilling initiatives to reskilling opportunities for those who need to build their digital expertise.