Standards Development

Scope

This document establishes the requirements and recommendations for the transformation of a tourist destination towards a Smart Tourist Destination (STD) model. The documents presents a methodology for the transformation process with structured phases in which five key cross-cutting aspects are addressed: governance, innovation, integration of technologies, universal accessibility and sustainability within the context of the tourist destination.

This document is aimed at all types of tourist destinations, regardless of their size, location, nature or the structure of their management entity.

Purpose

Tourism contributed approximately $7.6 trillion to the global GDP in 2023, accounting for about 10% of the world's total economic activity. The industry represents around 1 in 10 jobs globally, with over 300 million people employed in tourism-related sectors. Tourism accounts for approximately 30% of global service exports and 6% of total exports, underscoring its role in international trade.. Tourism attracts significant investment in infrastructure, including airports, hotels, and cultural landmarks, often driving broader economic development. These figures illustrate how tourism is not only a vital economic pillar but also a significant driver of employment, trade, and cultural exchange worldwide. But Tourism is also a very competitive and constantly evolving industry. In this changing context, innovation together with sustainability, universal accessibility and the use of technologies become indispensable allies for improving the competitiveness of tourist destinations. On the demand side, technology has changed the way we plan and book trips but also the way we enjoy and share them. Today's tourist is demanding, self-sufficient, looking for the best value for money, expects to receive a personalized service and is permanently connected. He/she wants the destination to be accessible, to be managed in a comprehensive and responsible way and to offer a coherent, varied and quality tourist offer for all people, throughout the travel cycle (before, during and after). On the other hand, that of the offer, the tools for promoting companies and the destination, as well as the very definition and provision of services must also evolve, imposing a comprehensive renovation in the destinations that does not repeat, copy or modify old patterns but creates a new smart model designed and managed with all private-public partners. The ultimate goal is for the destination to be economically, socio-culturally and environmentally sustainable in the long term, and for this the private business sector, the state and local public administration, local entities and agents, technology centers and universities, among others, must coordinate, collaborate and participate to achieve this objective. . The Smart Tourist Destination (hereinafter, STD) is the tool for creating synergies, working as a team and agreeing among all the public and private agents of the destination, at the local, regional and national level, what type of tourist destination is the one they want to be. It is no longer just a matter of imposing strategies or offering what the tourist needs in isolation, but of anticipating their aspirations and evolving towards a holistic consensus based approach to the destination. A destination that must integrate vertical systems, provide transversality in the analysis of information and place the tourist at the centre of the action, being not only the beneficiary but also contributing himself/herself to the provision of services with data and information. Data and information are crucial in the decision-making process of tourist but also of a tourist destination as they provide insights into visitor behavior, preferences, and trends. This allows destination management organizations to make informed choices about resource allocation, marketing strategies, and service improvements. Accurate data helps in forecasting demand, managing tourist flows, and addressing challenges such as overcrowding or environmental impact By leveraging data-driven insights, destinations can enhance visitor satisfaction, promote sustainability, and maintain competitiveness in the global tourism market. The fact is that the perception that tourists receive of the destination is global, made up of a multitude of micro-experiences from their interaction with different service providers, and tourists do not necessarily know or have interest to identify whether these services are public or private. This new framework of action must be put in place by a destination Management Body (usually known as a Destination Management Organization (DMO), that understands the destination as a whole and where decisions are taken in a collaborative, participatory way and in coordination with all the stakeholders involved. The transformation into a Smart Tourist Destination requires acting on 5 pillars: governance, innovation, technology, sustainability and accessibility. However the model is flexible as more pillars can be added depending on the needs of each destination. Also the actions defined for each pillar by each destination can be different according to the diagnosis and maturity level of each destination. The new model will lead to the stimulation and increase of competitiveness through innovative capacity and data-based strategies, resulting in an improvement in the perception of the destination, also in the quality of the services provided at the destination and therefore in an increase of the tourist satisfaction. Thanks to this methodology, tourism destinations will be able to implement their transformation following a simple step-by-step approach, making it accessible to any destination, regardless of its size, current situation, or type of tourism. This structured process ensures that all destinations, from small rural towns to large urban hubs, can effectively adopt smart tourism strategies and achieve sustainable, technology-driven growth. As many ISO standards, this proposal is based on a successful story at national level. Spain consistently ranks among the world's most visited countries, maintaining its position as a premier destination for international travelers. In 2024, Spain welcomed over 94 million international tourists, who spent approximately €126.2 billion. The tourism sector accounted for 13% of Spain's GDP in 2024, According to the Travel & Tourism Development Index 2024, published by the World Economic Forum, Spain ranks second in global tourism competitiveness, reflecting year after year its strength and attractiveness as a global tourism leader. These figures demonstrate Spain's robust tourism infrastructure, diverse attractions, and effective strategies, solidifying its status as a leader in the global tourism industry. The Secretary of State for Tourism in Spain, together with SEGITTUR (State Society for the Management of Innovation and Tourism Technologies) have firmly promoted over the last decade the definition of a homogeneous framework for tourist destinations in Spain. This framework was settled through UNE Standard 178501 for Smart Tourism Destinations and other complementary national standards. After a period of running for the UNE Standard 178501 and as a result of the successful implementation of the model in several destinations, a Smart Tourism Destinations Network was created as a tool to implement the Smart Tourism Destinations model and to foster the exchange of experiences and knowledge. The Smart Tourism Destinations Network is a meeting point and support tool for destinations in their transformation process towards a smart, digital management model and more sustainable tourism development. It is a key action in generating added value for destinations and for monitoring projects following a diagnosis, for promoting cohesion, the exchange of good practices and the unlocking of synergies between destinations. The new smart model has fostered public-private partnerships in the development of products, services and actions in smart destinations. To date, the Spanish Smart Tourism Destinations Network has 538 members, of which 386 are tourist destinations, 72 are institutional members, 74 are collaborating companies and 6 are international observers. It has been considered appropriate to share now this knowledge and experience with other countries inviting them to join and configure a common Smart model among all the countries, based on the Spanish successful experience. Indeed, there is interest in the methodology for Smart Tourism Destinations from other countries, such as Colombia, Mexico, Uruguay and Argentina, among others. We believe it is time to set common grounds, agreed at international level, to develop a Smart tourism destination Model based on a common methodology, a flexible tool so that every tourism destination whether from developed or developing countries, can start their transformation and set their own goals and actions, under a common umbrella.