A Tourism Data Space (TDS) is a digital ecosystem that facilitates the secure sharing and collaboration of tourism-related data among stakeholders such as businesses, governments, and organizations. The European Tourism Data Space (ETDS) specifically aims to support the tourism sector by connecting these stakeholders across the EU, enabling them to exchange all type of information in the form data, as for example,  information on visitor behavior, mobility, or sustainability. This shared access to data improves decision-making, operations, and the overall visitor experience, promoting more personalized and efficient tourism services.

The ETDS is crucial for the EU’s tourism industry, driving innovation, sustainability, and competitiveness. By fostering data-driven collaboration, it  supports the adoption of new technologies like AI and big data, enabling smarter tourism management. Additionally, it promotes sustainable practices by integrating environmental data and encouraging off-peak and eco-tourism. This common data space strengthens the EU's tourism sector and the EU single market for data as a whole, making it more resilient and globally competitive while supporting sustainable growth.

1. Evolution and Key Projects in the European Tourism Data Space

The European Tourism Data Space (ETDS)is evolving through a series of EU-supported projects aimed at digitalizing and transforming the tourism sector. Projects like DATES (Data Space for Tourism and Smart Destinations) and DSFT (Data Space for Tourism) laid the groundwork for data-driven tourism management, enabling stakeholders to access real-time information. More recently, and building on the preparatory work by DATES and DSFT, the project DEPLOYTOUR has been launched (October 2024-September 2027), to actually deploy the European Tourism Data Space. These initiatives are key to shaping the ETDS by integrating digital tools into everyday tourism operations, helping SMEs and larger operators as well as smart destinations to enhance their efficiency and customer experiences.

Collaborative Networks and Data Space Initiatives

The ETDS does not exist in a silo. It is supported by, and will live in partnership with, collaborative networks such as the BDVA Task Force on Data Spaces, which focuses on standardizing data exchange across various sectors, including tourism. Another key contributor is the Gaia-X Tourism Working Group, which advocates for transparent and secure data sharing across EU countries, ensuring that tourism data aligns with European values. Additionally, EONA-X focuses on creating a connected data space for transport, mobility, and tourism, encouraging seamless collaboration between these sectors, which is crucial for a fully integrated tourism data ecosystem.

These projects and networks are critical in building a collaborative data exchange ecosystem that empowers the tourism industry to innovate and grow sustainably.

2. National and Regional Tourism Data Space Initiatives

Several EU countries are developing national-level tourism data hubs to align their efforts with the broader European Tourism Data Space (ETDS). Italy and Austria are key players in this space, each developing comprehensive national tourism data platforms and data hubs. These initiatives focus on integrating real-time data from various tourism stakeholders to enhance decision-making and offer better services. Spain’s PIA (Open Innovation Platform) is another prominent example, allowing tourism operators to innovate through data-driven insights and collaboration. These national platforms play a pivotal role in ensuring that data exchange is seamless and aligns with the European framework, fostering  more efficient tourism management.

At the regional level, specific initiatives are also paving the way for tourism data integration. The Lombardy Region in Italy has developed a regional data hub that focuses on creating a unified tourism service experience by leveraging data from local operators. In Spain, Andalusia’s Tourism Data Initiative is leveraging real-time data transforming the region’s use of data to offer personalized, targeted services to tourists. In order to make tourism data space a reality the initiative is also enhancing talent management, providing project support, and delivering tailored training for local businesses and tourism operators. This enables more dynamic services, including real-time event updates and optimized resource allocation, boosting the efficiency and quality of the region’s tourism industry. These regional initiatives demonstrate how localized efforts are enhancing tourism experiences while contributing to the broader ETDS framework.

3. Benefits of the European Tourism Data Space

Once in please, the European Tourism Data Space (ETDS) will bring significant benefits by addressing the fragmentation of tourism data across various regions and organizations. Currently, data is often isolated within different entities—hotels, transport services, and local tourism boards—making collaboration difficult. The ETDS breaks down these silos, enabling seamless data exchange and fostering collaboration among stakeholders. By integrating data from across Europe, the ETDS helps destinations and businesses develop more cohesive tourism strategies, optimize resources, and enhance the overall visitor experience.

Data also becomes a powerful business tool within the ETDS. For example, as the expert commentary highlights, data collected from museum visitors can be used not just for tracking attendance but for tailoring specific offers and services, promoting nearby attractions, or organizing special events. This kind of data-sharing empowers SMEs to better understand visitor preferences, leading to improved marketing strategies and more personalized services. By leveraging this data, businesses can enhance their competitiveness while improving customer satisfaction.

While the benefits of data sharing are clear, the ETDS also addresses concerns around privacy and data security. In the tourism sector, handling personal data—like visitor history, preferences, or travel routes—poses challenges. The ETDS framework ensures that data is shared and utilized in compliance with the General Data Protection Regulation (GDPR), protecting personal information while still allowing data to be effectively used for business and tourism development. This balance between data accessibility and privacy is key to the ETDS’s success.

4. Governance as a Key Aspect of ETDS

Effective governance is crucial for the success of the European Tourism Data Space (ETDS), and it includes two key aspects: how data is governed (the rules for accessing and using it) and how the data space itself is run and organized. Governance models play a key role in managing data sharing, ensuring that issues like data ownership, access rights, and usage are clearly regulated. A well-structured governance framework helps stakeholders—from SMEs to large tourism bodies—understand their roles and responsibilities in the data ecosystem, fostering trust and cooperation. Without clear governance, the risk of misuse, data silos, or conflicts over data ownership could undermine the potential benefits of the ETDS. Establishing transparent guidelines ensures data is used ethically and efficiently to drive innovation and sustainability.

Collaborative governance at both the EU and local levels is essential for managing the ETDS. At the EU level, centralized oversight helps align member states’ tourism strategies, ensuring consistent standards for data sharing. Locally, collaboration between national tourism authorities and regional bodies creates governance models that address specific regional needs. For example, partnerships between local authorities and national data hubs allow for targeted tourism services while adhering to broader EU regulations. Such multi-level governance ensures that data space initiatives remain flexible, adaptable, and scalable across Europe, providing the best outcomes for tourism stakeholders.

5. Case Studies: Use of Data in Tourism

The Balearic Islands are a prime example of how data spaces can be leveraged to optimize tourism flows and manage resources. Through the project "Defining the Balearic Islands’ Tourism Data Space," the region has developed an advanced system for collecting and analyzing visitor data. This data helps monitor tourist numbers, track peak travel times, and manage resources like water and energy more effectively. By understanding visitor patterns, the Balearic Islands can optimize transportation, reduce overcrowding at key attractions, and improve tourist services, ensuring a more balanced and sustainable tourism model. This system demonstrates the potential of data spaces to transform tourism management by providing real-time insights that enhance both resource management and the visitor experience.

The Canary Islands, another leading example, leverage data to support eco-tourism and environmental sustainability. By analyzing tourism data, local authorities adjust strategies to protect natural resources while still delivering a high-quality visitor experience. Data insights help monitor the environmental impact of tourism activities, guiding policies that promote sustainable travel, such as limiting access to sensitive ecological areas during peak seasons. This data-driven approach allows the Canary Islands to strike a balance between attracting tourists and preserving their unique environment, showcasing the value of using data to enhance eco-tourism initiatives.

These case studies also highlight the interconnection between tourism and other data spaces, such as cultural heritage, mobility, smart cities and green deal. Data from cultural sites like museums can be used to promote nearby attractions, contributing to an enriched tourist experience while driving sustainable tourism strategies. This cross-sector data exchange is key to the future success of the European Tourism Data Space.

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The European Tourism Data Space (ETDS) has the potential to revolutionize the tourism sector by creating a unified framework for data sharing and collaboration across the EU. By integrating tourism-related data from various sources, the ETDS can help stakeholders optimize resource management, enhance visitor experiences, and promote sustainable tourism. This data-driven approach enables tourism SMEs to compete more effectively by offering personalized services and improving operational efficiency. Ultimately, the ETDS strengthens the resilience and sustainability of Europe’s tourism sector in an increasingly competitive global market.

However, to fully realize the potential of the ETDS, collaboration among governments, private enterprises, and data networks is essential. Stakeholders must work together to ensure the development of a seamless data-sharing ecosystem that respects privacy and security. The tourism industry must be prepared to embrace data-driven innovations, and this requires ongoing support, training, and investment. By fostering this collaborative environment, the ETDS can thrive and shape the future of European tourism, benefiting both businesses and travelers.

Find out more 

If you want to learn more about how data management can impact the future of the tourism sector, we recommend that you participate in the webinar organized on November 28 by TTP Team, which all tourism stakeholders can register for.

To explore the foundations and future of data in European tourism, several strategic documents lay the groundwork for understanding how data is shaping the industry’s trajectory. The Strategic Blueprint for the European Tourism Data Space offers a comprehensive overview, outlining the goals and ambitions for leveraging data across the tourism sector. This is complemented by the Governance Framework Roadmap for the European Tourism Data Space, which provides guidance on the structures necessary to manage data responsibly and effectively, ensuring privacy, security, and interoperability.

For those interested in how these frameworks are already being applied, the Completed DATES EU Project outlines the journey toward establishing a European Tourism Data Space, highlighting successful case studies and milestones. Additionally, the EU Data Strategy reveals a broader perspective on how data policies align with European Union-wide digital goals, illustrating the interconnectedness of tourism and other sectors.

Moving toward policy, key documents such as the Proposal for Regulation 2024/0670 on Digital Travel Data Submission present upcoming legal frameworks aimed at simplifying data collection and management, particularly at EU borders. This regulation aligns with the EU’s ambition to streamline data handling across countries while maintaining robust security and privacy standards for travelers.

Additional resources include webinars on innovative applications of data for sustainable tourism. The Webinar on Space Data for Sustainable Tourism and Water Management introduces new possibilities for integrating space data in environmental management, while a second event on Shaping Cultural Data Spaces with Europeana highlights the diverse and innovative projects that promote reuse, innovate technologies, and enhance sustainability in the common European data space for cultural heritage.

These resources offer a wealth of information for those ready to delve into the intricate connections between data and tourism and witness firsthand how data is guiding the future of sustainable tourism across Europe.