1. Understanding smart tourism 

1.1 What is smart tourism?
1.2 What is the meaning of a smart tourism destination, a smart city?
1.3 Components of smart tourism
1.4 Benefits of smart tourism for Tourists and Tourism destinations

  1. What is smart tourism?

According to the UNWTO Glossary (2010), tourism is “a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes”. 

According to UN Tourism Glossary (2025) a tourism destination is “a physical space with or without administrative and/or analytical boundaries in which a visitor can spend an overnight. It is the cluster (co-location) of products and services, and of activities and experiences along the tourism value chain and a basic unit of analysis of tourism. A destination incorporates various stakeholders and can network to form larger destinations. It is also intangible with its image and identity which may influence its market competitiveness”. 

Smart tourism, according to Gretzel U. et al. (2015), it’s a multifaceted concept without a simple definition. However, they succeed in defining smart tourism as follows: tourism supported by integrated efforts at a destination to collect and aggregate/harness data derived from physical infrastructure, social connections, government/organizational sources and human bodies/minds in combination with the use of advanced technologies to transform that data into on-site experiences and business value-propositions with a clear focus on efficiency, sustainability and experience enrichment”.  

According to Pam Lee et al. (2020), smart tourism represents “the convergence of ICT and tourism and denotes the transformation of tourism through technology”. Also, ICT’s role is steeply imperative, given the pervasiveness of smartphones and related technology convergence in every field. ICT is, undoubtedly, key to the conceptualization as well as development of smart tourism (Gretzel U. et al., 2015). All in all, information and communication technologies (ICTs) are important in supporting and developing smart tourism and digitalization.

In smart tourism, technology is seen as an infrastructure, rather than as individual information systems. Also, it encompasses a variety of smart computing technologies that integrate hardware, software, and network technologies to provide real-time awareness of the real world and advanced analytics to help people make more intelligent decisions about alternatives, as well as actions that will optimize business processes and business performances (Washburn et al. 2010). 

  1. What is the meaning of a smart tourism destination, a smart city?

According to Lopez de Avila (2015, n.p.) smart tourism destination is “an innovative tourist destination, built on an infrastructure of state-of-the-art technology guaranteeing the sustainable development of tourist areas, accessible to everyone, which facilitates the visitor’s interaction with and integration into his or her surroundings, increases the quality of the experience at the destination, and improves residents’ quality of life”.

To promote smart and sustainable tourism in the European Union, the European Commission developed two competitions: The European Capital of Smart Tourism and The European Green Pioneer of Smart Tourism. 

The European Capital of Smart Tourism project, which was launched in 2018, recognises outstanding achievements by European cities as tourism destinations in four categories: sustainability, accessibility, digitalisation as well as cultural heritage and creativity. 

Winners of The European Capital of Smart Tourism and The European Green Pioneer of Smart Tourism during the past few years were: 

  • 2019: Helsinki (Finland) and Lyon (France) 

  • 2020: Málaga (Spain) and Gothenburg (Sweden) 

  • 2022: Valencia (Spain) and Bordeaux (France)

  • 2023: Pafos (Cyprus) and Seville (Spain) 

  • 2024: Dublin (Ireland) and Grosseto (Italy) 

  • 2025: Torino (Italy) and Benidorm (Spain)

According to Harrison, B et al. (2010), a smart city is referred to as “an intelligent city as the information flow is analysed and translated throughout the IT, social and business infrastructures to enhance the intelligence of the city”.

Buhalis D., Amaranggana A. (2015) emphasized that a smart tourism city “is required to enhance tourism experience through more personalized products/services to meet each of visitor’s unique preferences. Using big data could be the solution for providing the right services that suit users’ preference at the right time”. Also, the authors mentioned that smart cities embraced the five main stakeholders in tourism: governments, tourism organizations, residents, tourists and environments.

According to Faur M, Ban O. (2021), the smart tourism destination “represents a way to correlate the needs of tourists with the interests of the tourism service providers and local authorities by using ICT”.

  1. Components of smart tourism

Technology: This forms the backbone of smart tourism, utilizing resources like apps, sensors, data analytics, and digital platforms.

Sustainability: It emphasizes eco-friendly practices, responsible tourism, and minimizing environmental impact. Smart tourism destinations often prioritize initiatives that benefit local communities and the environment.

Accessibility: Smart tourism strives to make travel inclusive and enjoyable for everyone, regardless of their physical abilities or limitations. It aims to create tourism destinations that cater to the needs of all travellers.

Cultural heritage: It uses technology to preserve, promote, and provide deeper engagement with local cultures and heritage sites. Smart tourism can utilize augmented reality to enhance a tourist's understanding of a location's historical significance, for instance. 

According to Gretzel U. et al. (2015), smart tourism is formed by smart experience, smart business ecosystem and smart destination.

Pam Lee et al. (2020) vision of smart tourism components emphasises the importance of smart tourism elements such as the transportation sector, gastronomy, attraction, ancillary SVC, and accommodation. 

Smart tourism focuses on several principles:

  • Accessibility: making travel experiences inclusive and available to all.

  • Sustainability: minimizing environmental impact and promoting responsible practices in the tourism industry.

  • Innovation: continuously adapting and improving solutions by using data and cutting-edge technology.

  • Collaboration: creating successful outcomes through a connected ecosystem involving public-private partnerships, community involvement, and sharing best practices.

  • Personalization: offering tailored services and information to travelers.

  • Efficiency: streamlining travel experiences and improving operational efficiency within the tourism sector.

  1. Benefits of smart Tourism for tourists and tourism destinations


Benefits for tourists:

  • Personalized recommendations: Tailored suggestions for attractions, activities, and dining options that align with your preferences.

  • Real-time information: Updates on traffic flow, public transport, available parking spots, and events. Using the phone instantly to translate museum signage, book last-minute tours, find the best local restaurants, or report an issue. 

  • Seamless booking and payments: Conveniently manage all aspects of your trip, from accommodations to transportation and tours, through dedicated apps.

  • Enhanced safety: Real-time security updates, access to emergency services, and improved crowd management systems to create a more secure environment.

Benefits for destinations

Smart tourism provides a toolbox of solutions that empower destinations to be more attractive, sustainable, and efficient in managing the impact of tourism. This helps protect the environment, preserve cultural heritage, and boost local economies. 

  • Improved sustainability: Smart cities use technology to monitor resource use, reduce carbon footprints, and encourage eco-friendly practices in the tourism sector. This can range from intelligent irrigation systems that save water in public gardens to promoting electric transport.

  • Data-driven decision-making: Through smart technologies, cities can collect valuable data about visitor preferences, patterns, and feedback, which informs how to improve the tourist experience, infrastructure, and marketing strategies. The EU guide on Data for Tourism Destinations provides insight on this topic.

  • Enhanced accessibility: Smart tourism seeks to create an inclusive experience by removing physical and communication barriers for all travelers, regardless of their needs or abilities. A shining example of this is Malaga, in Spain, that was recognized with a European Smart Tourism Award 2019 for outstanding achievements in accessibility.

2. Understanding digitalization in the tourism industry
 2.1  What is digitalization in tourism?
 2.2   Digital tools used in tourism
 2.3 Benefits of using technologies in tourism developing

2.1 What is digitalization in tourism?
According to Verhoef et al. 2021 (in Bekele, H. and Raj, S., 2024), digitalization is ”the utilization of digital technologies to alter and optimize existing business processes including distribution, communication or relationship management, aiming at saving costs and bringing process enhancements that could potentially augment customer experiences while digital transformation represents the most extensive stage of digital change a firm undertakes, characterizing an all-encompassing shift that fosters the creation of innovative business”.

According to Verhun A. et al. (2022), digital technologies are an important part of the hotel and tourism industry, involved in their rapid business development. 

2.2 Digital tools used in tourism

Digital tools for the hospitality and travel industry include digital marketing in the travel sector, the online presence of companies via travel websites, the digital presence of consumers through online travel searches, online booking, and travel planning technologies, as well as social media (Verhun A. et al. 2022). 
Smart tourism is powered by various digital technologies and practices that are seamlessly integrated to create an intelligent ecosystem, such as:

Mobile applications

  • From planning your travel experiences and providing personalized recommendations to navigating with interactive maps, ordering food, and finding hidden gems - travel apps have become the traveller’s essential companion. They also help with stuff like making reservations and handling contactless payments.

  • By using apps, cities can effectively guide tourists, disseminate relevant information, and address issues quickly, leading to a smoother experience for everyone. Smart cities often offer their own app that provides everything visitors need - from cultural information and public transport schedules to details about accessibility and special events.


Internet of Things (IoT)

  • This is all about interconnectivity. Smart sensors, smart grids, and data analytics are integrated throughout a city's infrastructure. They gather real-time information on traffic patterns, environmental conditions, and resource use - all of which inform decision-making and resource allocation. It's thanks to IoT that your phone can alert you about traffic delays or tell you how many bikes are available at a nearby docking station.

  • These ICT-based tools play a crucial role in creating smart tourism destinations that are efficient and responsive to the needs of both tourists and local businesses.

Artificial Intelligence (AI)

  • The learning and adaptability of AI make it incredibly useful for personalized tourism. Smart chatbots and virtual assistants provide instant, tailored support to travellers.

Big Data and Cloud Computing

  • The sheer volume of information generated by millions of tourists - booking details, preferences, movement patterns - necessitates cloud computing's ability to process this data in real-time.

  • By utilizing Big Data analytics, cities can gain a deeper understanding of tourist behavior and preferences, predict trends, identify popular attractions and services, and develop targeted solutions to meet those needs.

Augmented Reality (AR)

  • AR brings an exciting dimension to exploring historical sites and landmarks. Point your smartphone at an ancient monument, and watch it come alive on your screen - overlayed with historical information, 3D models, or even interactive stories.

  • In cultural hubs like museums and galleries, AR apps provide a deeper layer of information and make exhibits more engaging. AR/VR technology can also allow people to experience a destination remotely.

3. Benefits of using technologies in tourism developing
A list of benefits of implementing digital tools in tourism:

  • Economic benefit: developing nomad tourism as an important component of smart city destination. A result of the research was that while digital tourism can be considered a solution, there is no golden rule regarding the attractiveness for digital tourists, Case study Croatian Islands. See article:” Can Digital Nomads Solve the Problem of Tourist Economy? The Case of Croatian Islands. (Peter Gladoić Håkansson, Predrag Bejaković, 2023) 

  • Marketing benefit: personalized travel experiences due to data analytics and AI. Personalized travel experience by using booking software integrated into Zapier and Mailchimp so that each new guest to be automatically added to a database. Also, send by emails vouchers to encourage repeat bookings, or send a discount offer on the anniversary of their original experience 

  • Customer service benefit: improved customer service using AI chatbots and automation that can enhance customer service by providing instant responses and support, improving the overall travel experience

  • Accessibility and reach benefit: Increasing the number of online platforms and digital tools make it easier for tourism businesses to reach a global audience, increasing their market reach and attracting more visitors.

  • Tourists experience benefit: understand better the way tourists’ experience a festival in the modern era using social media. See article: Unfolding visitor experiences at music festivals through online reviews (Stoleriu O et al., 2023). It is about Untold, the largest music festival in Eastern Europe.

3. Best practices in smart tourism and digitalisation. Case studies

3.1  The European Capital of Smart Tourism Project

3.2  Best practices from partners involved in the Smartour project 

3.3 DMO Visit Timisoara – present and future. Smart and digitalization perspectives

3.1 The European Capital of Smart Tourism Project

Under the auspices of Smart Tourism, the European Commission has launched two competitions to promote smart and sustainable tourism in the EU, strengthen networks and destinations, and facilitate the exchange of best practices.

The European Capital of Smart Tourism recognises outstanding achievements by European cities as tourism destinations in four categories: sustainability, accessibility, digitalisation as well as cultural heritage and creativity. The city must have a population of over 100.000 inhabitants to apply for this competition. 

Smart Tourism is an EU initiative, currently financed under the Single Market Programme (SMP) - the former COSME Programme. It is built on the successful experience of the Preparatory Action proposed by the European Parliament and implemented by the European Commission.

Below are listed 19 European Capital of Smart Tourism from 2025 competition:

  1. Digital Visitor Platforms: Brussels (Belgium); Lahti (Finland); Las Palmas de Gran Canaria (Spain); Porto (Portugal); Sakarya (Türkiye).

  2. Digital City Maps: Lviv (Ukraine) 

  3. Use of Artificial Intelligence in Communication: Kaunas (Lithuania); Torino (Italy).

  4. Digital applications enhancing the visitor experience: Braga (Portugal); Gaziantep (Türkiye); Genoa (Italy); Konya (Türkiye); 

  5. Digital Tours and City Exploration: Coimbra (Portugal); Klaipėda (Lithuania); Messina (Italy); 

  6. Virtual Exploration of the City: Braga (Portugal); Coimbra (Portugal); Skopje (North Macedonia); Torino (Italy); 

  1. Best practices from partners involved in Smartour project 

Below is a short list of partners involved in the Smartour project over the years and their good practices in the community and tourism digital development. 

  1. Title: Iurban.es 

Organisation responsible for good practice: Iurban is a tech startup located in the Malaga (Spain) technology park

Objective: to provide a holistic AI environment for tourism destinations with specific tools.

Results: https://iurban.es/

  • Web and web app creation module with all the client's contents.

  • Module to answer any question on the website in 95 languages and attract tourists.

  • Travel planner with GPT: Personalization of the stay according to the type of traveller to attract more tourists.

  • Cicerone Digital Informer with GPT: "Paint" the room from a screen and show videos and photos of the resources.

  • Digital Tourism Office and Information Points: Outdoor support when the office closes, and video to make an impact from the counter.

  • Creation of audio guides, avatars and tours

  1. Title: Boundless Life: The Community of Digital Nomads and Their Families, 2021

The organisation responsible for good practice: Boundless Life/ https://www.boundless.life/

Objective:

Over 300 families are members of the Boundless Life community, with over 600 children traveling and sharing the digital nomad experience. 

Currently, 20 families of digital nomads live in Ermoupolis, a total of about 80 people. The idea was born in Canada in 2021.

Results: 

Learning Management Systems (LMS): Moodle, Canvas, Blackboard.

Collaboration Tools: Google Workspace (formerly G Suite), Microsoft Teams, Slack.

Assessment and Feedback Tools: Google Forms, Kahoot!, Turnitin.

This good practice is already worldwide in different parts: Sintra, Portugal/ Syros, Greece/ Tuscany, Italy/ Bali, Indonesia/ Kotor, and Montenegro.

  1. Title: Gijón Smart Cities Knowledge Chair, Asturias, Spain, 2019

  The organisation responsible for good practice: Gijón DemoLab space/ https://gijondemolab.es/ 

Objective: Improvement in the quality of life for residents, an efficient and sustainable use of resources, and active citizen participation.

Results from a digital point of view: The Gijón Smart Cities Knowledge Chair promotes the development of technologies and infrastructures.

Online Platforms: (establish online learning platforms with courses and materials on Smart Cities, accessible from anywhere and at any time.

Interactive Tools: Develop simulators and modeling tools for students and professionals to experiment with solutions in areas such as energy planning and traffic management. Offer virtual reality experiences and augmented reality applications to simulate urban environments and explore sustainability challenges and solutions.

  1. Title: CitCom.AI, 2023 – 2027

Organisation responsible for good practice:  Valencia City Council is responsible for the Valencia hub for the smart city. https://citcom.ai/ 

Objective: The CitCom.ai project offers a European Artificial Intelligence Testing, Experimentation and Center (AI TEF) for Smart and Sustainable Cities and Communities (SSCC). AI for tourism management is one of the topics for the Valencia hub.

Results and innovations applied in: Physical Facility Services, Virtual Facility Services, Algorithm Creation & Validation, Compliance & ethics assistance, Impact assessment, Opportunity Assessment & Scoping, Ecosystem Engagement.

  1. Geoportal of the Municipality of Bar, 2022


The organisation responsible for good practice: Municipality of Bar, AGS, Novi Sad, Serbia - company specialized in development of the software solutions and geoinformatics services:  https://geoportal.bar.me/geoportal 

Objective: This is an innovative application that is a set of various services of the Municipality, which would facilitate residents and tourists in simple, quick and easy access to all important data, but also local administration in its daily work.

Results: This good practice, Geoportal, provides insight into the sights and important locations in the city in the aspect of tourism, culture, history, entertainment, sports, and a 3D view of Stari Bar with the fortress is also available, which is a special tourist attraction.

  1. Window2Bar – using iBeacon technology for improving smart tourism, 2020

The organisation responsible for good practice: BSC Bar - Foundation Business Start Center Bar, https://windowtobar.wordpress.com/discover-bar/ 

Objective: This good practice aims to contribute to the development of Bar as a smart tourist destination, by using smart technologies and tools and developing innovative tourism products and services. 

Results: This good practice is in use since 2020 in Bar, Montenegro in the center of the town (Castle of Nikola I, monument of Vladimir, triconchos), Archdiocese of Bar, Old town and Old olive tree.

Windows2Bar is the very first smart tourism tool and sustainable use of ITC and iBeacon in tourism in Montenegro.

  1. Tech Talks: Smart Tourism in Timisoara, 2022                                            

Organisation responsible for good practice: University Politehnica Timișoara (UPT), in collaboration with the Timisoara City Council, local tourism boards, and key technology partners. https://techtalks.upt.ro/ 

Objective: To promote smart tourism solutions through technology and innovation

Results: Tech Talks has had a profound impact on Timisoara's tourism sector and has significantly contributed to raising awareness about smart tourism.  It contributed to:

- Raising awareness and understanding of smart tourism concepts among local stakeholders

- Facilitating partnerships between technology providers and tourism operators

- Leading to the implementation of innovative projects, such as smart kiosks, personalized visitor apps, and data-driven decision-making tools.

- Virtual and augmented reality experiences that allow visitors to explore historical sites and attractions in new, immersive ways.

- AI-driven personalized travel recommendations based on visitor preferences and behaviours.

 3.3 DMO Visit Timisoara – present and future. Smart and digitalization perspective

Visit Timișoara – The Destination Management Organisation Timișoara is the official organization responsible for promoting the tremendous potential that Timișoara has both within the country and abroad. 

Timișoara city is promoted as an urban tourist destination, an attractive city for investments, an ideal location for diplomatic institutions and organizations, and a cultural destination.

A visitor platform for a complete and useful experience – https://visit-timisoara.com/. 

Here you can find the main and important tourist and cultural attractions, museums, thematic tours - Discover Timișoara, tour guides, events, heritage landmarks, information about history and the Revolution of 1989, about public transport, tickets and so on.

This digital map - Timișoara Worldwide Community Map

An interactive project dedicated to uniting and connecting people from Timișoara with people from all around the world. Whether you find yourself in the farthest reaches or closer to home, this map aims to highlight the presence and diversity of Timișoara’s diaspora.

Newsletter – Subscribe to the newsletter to discover, weekly, the hidden gems of Timișoara.

900 reasons to go out for a walk

“Rain or shine, in Timișoara you have over 900 reasons to go out for a walk. This is the number of heritage buildings in the city, Timișoara having the largest area of historical monuments in Romania. Each with its own story. Each with its own place. Waiting to be discovered”.

In the future Visit Timișoara will develop new facilities for smart tourism and digitalization in the tourism industry such as:

  • Virtual City card for tourists to help you to buy easily a ticket for museums, Opera, transport and so on.

  • A platform for digital nomad tourism - to attract nomad foreigners and families 

The World Youth and Student (WYSE) Travel Confederation estimates that the digital nomad market is "gradually maturing to reach around 60 million by 2030". "About 25% of digital nomads are families". 

Articles and reports: 

  • Bekele, H. and Raj, S. (2024), "Digitalization and digital transformation in the tourism industry: a bibliometric review and research agenda", Tourism Review. https://doi.org/10.1108/TR-07-2023-0509 

  • Buhalis, D., Amaranggana, A. (2015). ”Smart Tourism Destinations Enhancing Tourism Experience Through Personalisation of Services. In: Tussyadiah, I., Inversini, A. (eds) Information and Communication Technologies in Tourism 2015. Springer, Cham. https://doi.org/10.1007/978-3-319-14343-9_28 

  • Faur M. and Ban O. (2021). "Smart Tourism Destination," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 30(2), pages 89-94, December. https://ideas.repec.org/a/ora/journl/v30y2021i2p89-94.html 

  • Gretzel, U., Sigala, M., Xiang, Z. et al. (2015) ”Smart tourism: foundations and developments.” Electron Markets 25, 179–188. https://doi.org/10.1007/s12525-015-0196-8 

  • Håkansson Peter Gladoić, Predrag Bejaković (2023). "Can digital nomads solve the problem of tourist economy? The case of Croatian islands," Eastern Journal of European Studies, Alexandru Ioan Cuza University, vol. 14, pages 116-134, November. DOI: https://doi.org/10.47743/ejes-2023-SI07 

  • Harrison, C., Eckman, B., Hamilton, R., Hartswick, P., Kalagnanam, J., Paraszczak, J., & Williams, P. (2010). Foundations for Smarter Cities. IBM Journal of Research and Development, 54, 1-16. https://doi.org/10.1147/JRD.2010.2048257 

  • Lee, P., Hunter, W. C., & Chung, N. (2020). Smart Tourism City: Developments and Transformations. Sustainability, 12(10), 3958. https://doi.org/10.3390/su12103958 

  • Report: ”Leading Examples of Smart Tourism practices in Europe from the 2025 European Capital of Smart Tourism competition”. This report has been prepared in 2025 for the European Commission, Directorate-General for Mobility and Transport (DG MOVE) https://smart-tourism-capital.ec.europa.eu/system/files/2022-05/Best%20Practice%20Report_2022_Update.pdf 

  • Stoleriu O.M et al. (2023) ”Unfolding visitor experiences at music festivals through online reviews”, Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 14, pages 96-115, November. DOI: https://doi.org/10.47743/ejes-2023-SI06 

  • Verhun, A., Buntova, N., Boretska, N.,Borysova, O. and Shevchuk, S. (2022). Digital Tools for the Development of the Hospitality and Tourism Industry in the Context of a Digitized Economy. Econ. Aff., 67(04s): 869-876. DOI: 10.46852/0424-2513.4s.2022.20 

  • Washburn, D., Sindhu, U., Balaouras, S., Dines, R. A., Hayes, N., & Nelson, L. E. (2010). Helping CIOs Understand Smart City Initiatives. Accessed online (March 1, 2015) at: http://www.uwforum.org/upload/board/forrester_help_cios_smart_city.pdf. 

Links:

Congratulations on completing the module! Keep pushing forward, stay curious, continue to strive for excellence and to achieve great things. Be smart! 


Last modified: Monday, 2 June 2025, 10:47 PM