Taking the opportunity that tourism is slowly restarting after months of lockdown, the UNWTO is solidifying its’ partnership with Telefonica, the Spanish multinational telecommunications company, to advance market intelligence. Both enterprises will work together to accelerate the recovery of the industry while promoting the use of Big Data and Artificial Intelligence, which will help destinations better understand tourist behavior in times of Coronavirus, and allow them to market products more effectively.
With the key use of market innovation and data management, this partnership hopes to quicken the move towards achieving the Sustainable Development Goals set for 2030. The competitive advantage of digital transformation will aid in supporting the sustainable recovery and future growth of the industry.
The UNWTO has already undertaken a few projects together with Telefonica before, as a means to develop instruments to further understand key tourism performance indicators. They are now strengtheing their bond to focus efforts on exploring how the use of innovative technology to be able to aid the tourism sector into a phase of sustainable and innovative rebirth.
Zurab Pololikashvili, the Secretary-General of UNWTO pronounced on the issue: “The digital transformation of tourism will allow the sector to grow back stronger from the standstill caused by COVID-19. As UNWTO leads tourism’s restart, our partnership with Telefonica will allow us to provide Member States and the sector as a whole the tools they need to accelerate recovery, build trust by guaranteeing safety and promote sustainability.”