Who We Are

The EUROSTIT Smart Tourism Observatory builds upon the foundations of the european RESETTING project, which created an initial prototype observatory focused on smart tourism tools for SMEs. Under EUROSTIT, we have transformed that prototype into a professional, scalable, and integrated observatory that merges smart tourism initiatives (inspiration and strategy) with smart tourism tools (practical technological building blocks).

The result is a dynamic, continuously updated knowledge and decision-support platform for tourism stakeholders across Europe.

Stakeholders

The EUROSTIT Smart Tourism Observatory is designed for and built with the collaboration of a wide ecosystem of tourism actors:

Primary Stakeholders

• Tourism SMEs (hospitality, travel agencies, cultural venues, gastronomy, mobility providers)

• Regional tourism boards and DMOs

• Technology providers and innovation hubs

• Local governments and public authorities

• Business support organizations

• Training and educational institutions

• Clusters and associations related to tourism, digitalization, and sustainability
  
  

Indirect Stakeholders

• Tourists and local communities (benefiting from improved services)

• Policymakers at national and EU levels

• Researchers and students involved in tourism, data analytics, smart cities, and sustainability

The observatory is a shared, evolving resource built with European cooperation and guided by real-world needs.

Purpose

Our purpose is to empower the European tourism ecosystem—especially SMEs—to navigate digital transformation and sustainability transitions by making knowledge accessible, actionable, and strategic.

We exist to:

• Break down the complexity of digital transformation into understandable pathways.

• Promote smarter, more resilient tourism models.

• Enable stakeholders to make informed decisions based on reliable evidence.

• Foster cross-border collaboration and shared learning.

• Encourage innovation through transparent access to initiatives, tools, and best practices.
  
  

Ultimately, we aim to ensure that digital and smart tourism is inclusive, benefiting not only large players but also small and medium enterprises that form the backbone of the European tourism economy.

Mission

Our mission is to operate a professional, comprehensive, and user-oriented observatory that:

• Collects, structures, and evaluates smart tourism initiatives and tools across Europe.

• Provides guidance for SMEs and destinations in adopting digital and smart strategies.

• Transforms data into insights through a transparent, systemic approach.

• Supports decision-makers with frameworks that simplify technology adoption.

• Promotes sustainability, accessibility, innovation, and resilience as core pillars of smart tourism.

• Connects stakeholders across regions, enabling collaboration and knowledge exchange.
  
  

Through research, data, analysis, and user-friendly resources, we help stakeholders move from idea → planning → implementation.

Vision

We envision a Europe where tourism is:

• Data-informed, with decisions supported by accessible intelligence.

• Digitally empowered, enabling SMEs to adopt advanced technologies with confidence.

• Sustainable and resilient, balancing economic growth with environmental and social responsibility.

• Connected and collaborative, benefiting from shared best practices across regions.

• Innovative, constantly adopting tools that improve competitiveness and visitor experience.
  
  

Our long-term vision is to become the leading European reference point for smart tourism knowledge, benchmarking, and transformation pathways.

Values

The EUROSTIT Smart Tourism Observatory is guided by values that ensure trust, transparency, and long-term impact:

1. Openness and Collaboration

We believe that knowledge grows through sharing. The observatory promotes open access, cooperation, and cross-border exchange.

2. Scientific and Technical Rigor

All methodologies, classifications, and evaluations follow clear and robust criteria, ensuring credibility and replicability.

3. User-Centric Design

We prioritize the needs of SMEs and real-world tourism actors. Tools and information must be accessible, understandable, and actionable.

4. Sustainability

Environmental, social, and economic sustainability are embedded in our research and recommendations.

5. Innovation and Adaptability

We continuously evolve, integrating new technological trends and smart solutions to keep stakeholders ahead of change.

6. Transparency

Clear documentation, open methodologies, and well-structured evidence reinforce trust and enable informed decision-making.

7. Inclusiveness

We ensure that smart tourism is accessible to all tourism actors, regardless of size, digital maturity, or location.