Tourism of Tomorrow Lab – NECSTouR
About this good practice
Tourism of Tomorrow Lab (ToT Lab) was created in 2022 within the RIS3 Smart Specialisation Platforms to address fragmented tourism data usage and the need for collaboration, innovation and smarter tourism management. Initiated by Andalusia Public Administration and Lapland, the Lab focuses on digitalization, safety, and sustainability in tourism, tackling global challenges in a sector requiring integrated approaches. By connecting public and private data producers and users, generating actionable insights that improve decision-making for Destination Management Organisations (DMOs) and policymakers. This approach ensures that decisions are informed by real-time, reliable data, enabling targeted solutions for tourism challenges. ToT Lab uses digital tools to aggregate and analyze tourism data, bridging stakeholder gaps and creating shared knowledge. Partnerships with policymakers, businesses, and communities enable co-designed solutions, while training programs empower DMOs to implement sustainable strategies.
Resources needed
ToT Lab includes three experts: Senior Data Scientist, Digital Tourism Consultant Expert and Senior Tourism Data Expert and the full support of the NECSTouR team. The ToT Lab model scaled into a European Competence Centre in Andalusia for tourism innovation and sustainability, with a €2.9M budget.
Evidence of success
TOT Lab uses Data Analytics to implement sustainable tourism practices and member regions are able to make data-driven decisions to solve problems. ToT Lab customizes data solutions for DMOs according to their contexts, fosters collaboration among members of NECSTouR, and bridges public-private interests. ToT Lab maximizes resources, enhances sustainability, and supports innovation. Its success is evident in its expansion within NECSTouR and its role in inspiring EU-funded projects like D3Hub.
Potential for learning or transfer
The Tourism of Tomorrow Lab (ToT Lab) showcases key success factors for transferability, built on public-private partnerships engaging policymakers, businesses, and citizens to co-design solutions. As part of the RIS3 Smart Specialisation Platform, its scalable approach can be replicated across regions and sectors. Using digital tools, it connects data producers and users to generate insights for better governance. Its sustainability focus on carbon reduction and digital transformation offers a robust framework for promoting sustainable tourism. ToT Lab's success is reflected in its integration into NECSTouR and the creation of the D3Hub project, proving its scalability and feasibility. Its impact in Andalusia inspired its adoption by NECSTouR, fostering shared learning across Europe. Additionally, ToT Lab’s success led to the D3Hub project, scaling the model to create a European Competence Centre and ensuring long-term impact, fostering innovation and resilience in tourism.
Further information
Good practice owner
You can contact the good practice owner below for more detailed information.