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ADE
2020-1-TR01-KA226-VET-098418

destinations. Digitalisation has also transformed the traditional roles of tourism producers and

consumers, with new roles, relationships, business models, and competencies emerging.
These shifts have created new opportunities, as well as challenges, for tourism SMEs as they

strive to meet consumer demands, and reach new markets. Coordinated efforts to foster an

innovative digital culture in tourism SMEs can ensure European destinations are globally
competitive.” (Digitalisation in Tourism. In-depth analysis of challenges and opportunities

(2018))

SOURCED FROM ADOBE STOCK 1

This general assessment is supported by many different regional variations in the form and

level of digitalisation in general and in the tourism sector specifically. Some examples of
these different levels are:

• Tourism SMEs in Nordic countries tend to exhibit higher levels of digitalisation than

other countries. Almost 70% of tourism SMEs in Nordic countries demonstrated a
medium level of digitalisation.

• Around half of all SMEs in Anglo-Saxon, Mediterranean and Continental regions

demonstrated medium levels of digitalisation in tourism.
• Eastern European countries appear to be lagging behind overall with 44%

demonstrating medium level of digitalisation, although there could be some variation

within these countries.

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