High-level dialogue on digital skills in tourism at ITB Berlin

Organised in the framework of the “UNWTO 2019 year: Education, Skills Development and Jobs,” in collaboration with Google, the Ministerial Panel Discussion on Digital Skills in Tourism will bring together Ministers from across Europe to discuss the importance of digital education in tourism, a topic that remains a major challenge for many European destinations.

Through a stimulating debate, participating government officials will explore the role that governments must play in building the digital capacity of the sector, shedding the light on examples of policies and best practices that contribute to strengthening the sector and ensure the many opportunities brought by digital transformation are fully harnessed.

In recent years, digitalisation has drastically transformed the tourism sector, revolutionising the way we travel and along with it nearly every aspect of business operations. The increased use of social media, big data, artificial intelligence and predictive analytics provide powerful tools for improving the quality of the sector through greater accuracy, strategic insight and better engagement with the traveller.

Yet, they also pose a challenge to organisations which are forced to rapidly adapt to an ever- changing digital landscape to remain competitive, in addition to cope with the new challenges brought by cyber-security and data protection.

Against this backdrop, governments and national tourism organisations play a critical role in ensuring that tourism employees are well-equipped to fully grasp the many opportunities that digital transformation can offer to build a more advanced and sustainable sector.

Date: March 7, 2019
Time: 10am-11:30am
Location: Berlin 1, Hall 7.3a