Digital Expedition: A National Vision
in: Knowledge base
Digital transformation in tourism is not a new phenomenon. But change is accelerating and the challenge of responding effectively, and mitigating risks is increasingly significant. Many tourism businesses are SMEs, which are not always able to respond powerfully to major developments. That's why NBTC is taking the lead, along with industry associations, knowledge institutions, and DMOs, to accelerate the digital transformation of the hospitality sector. We kick off this effort with the national vision 'Digital Expedition.'
The urgency of digital transformation
The tourism sector, which has traditionally relied heavily on physical interactions and personal experiences, is facing a rapidly changing digital landscape. The rise of advanced technologies such as Artificial Intelligence (AI), big data, and cloud computing offers unprecedented opportunities to enhance visitor experiences and optimise business processes. At the same time, these developments are also disruptive, with the risk that businesses failing to digitise in time may fall behind and potentially disappear.
'Digital Expedition' serves as the ‘base camp’ from which we will drive the digital transformation of the hospitality sector over the coming years. The expertise of all involved parties is needed to translate this vision into concrete actions at the local level. On a national scale, we need to establish sustainable systems. This vision outlines how we, as a hospitality sector, can prepare for the future and safeguard the competitiveness of the Netherlands as a tourist destination.
Five strategic action lines
'Digital Expedition' introduces five action lines that serve as guidelines for the sector's digital transformation:
- Improve digital skills: There is an urgent need to develop both basic and advanced digital skills among employees of tourism organisations, including digital marketing, data analysis, and cybersecurity.
- Effective collaboration around data: The sector needs to better utilise data for strategic decision-making and strengthen partnerships. A central data hub can help share insights and allow the entire sector to benefit.
- Encourage an innovation culture: Innovation is crucial for the future of the hospitality sector. Through design and innovation hubs, businesses can experiment with new technologies and learn from each other and other sectors.
- Increase the impact of digitalisation on sustainability: Digitalisation can play a key role in making the sector more sustainable, for example by improving resource management and offering virtual experiences.
- Invest in digital technologies: To truly innovate, investments in digital technologies are necessary. This requires an understanding of funding options and gaining access to subsidies and other forms of financial support.
Since digital transformation is never ‘completed,’ we will meet regularly to update and prioritize the programs under these action lines.
A collective expedition to the future
The 'Digital Expedition' is also a call to action. The vision emphasises the importance of collaboration between all parties involved – from businesses and policymakers to knowledge institutions and technology experts. By working together and leveraging each other's knowledge and experience, the hospitality sector can not only overcome the challenges of digital transformation but also explore new paths toward innovation and sustainability.