Specific measures to facilitate digitalisation
Technological improvements are having a significant influence on the tourist industry. These innovations range from business management technologies (e.g., mobile technologies/cloud computing, automation and advanced robotics, blockchain, data analytics, cloud computing) to technologies that create innovative tourism products, services, and experiences (e.g., virtual/augmented reality, Internet-of-Things), as well as technologies that assist, understand, and connect with markets (e.g. data analytics, cloud computing, and artificial intelligence).
Enabling technologies shaping the tourism ecosystem
Mobile technology/cloud computing. Cloud technologies, Wi-Fi and international mobile plans make mobile devices increasingly pervasive and important travel aids, including for accessing destination information in real time, online booking, mobile payment. Cloud technologies allow SMEs to manage their business from anywhere high-speed internet is available.
Data analytics. In the digital era, consumers and businesses alike are in perpetual generation of new data. The capacity of businesses to use data drives new business models and productivity. Data analytics can predict customer preferences and channel consumer purchasing behaviors. It is also used for revenue management and to employ dynamic pricing. Employees of SMEs must develop skills to be part of this data driven ecosystem and issues of privacy and data sharing are key concerns of government.
Artificial Intelligence (AI). Artificial intelligence, chatbots, and voice technology enable customers to undertake internet searches, digital check-in, access digital concierge services, voice assistants and smart rooms. This technology offers personalized, customized, on-demand service that facilitates seamless travel.
Internet of Things (IoT). IoT can fuel a data rich tourism sector and support smart tourism by making cities more efficient. The interoperability of sensors, data, and automation produces real time insights and information for marketing and managing tourism, for improving visitor experiences, increasing operational and resource efficiencies while also reducing environmental impacts.
Augmented reality/Virtual Reality (AR/VR). Augmented reality systems show virtual objects in the real world. Uses in tourism can include replacing paper-based marketing and advertising materials, gamification and augmented visitor experiences in the destination, and travel assistants that guide users through complex public transport systems in real time.
Blockchain. Smart contracts, based on blockchain, can be used across the supply chain. Future gains would see user-friendly apps tailored for wide diffusion to tourism businesses of all sizes to enhance end-to-end user transparency.
