Final report

Type of professional association 

Type of public administration 

% 

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14 

Public administration and professional association activity 

Number of public administrations and professional associations engaged in supporting digitalisation: 

 

 

 

 

Note: The small number of activities being conducted at the local level might not reflect what is really going on due to small sample size 

 

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15 

The survey revealed that, of the public administrations surveyed, national agencies were most active in delivering 

initiatives promoting digitalisation. However, these survey results may not have adequately captured the full suite 

of initiatives at the local level simply because the survey focused on tourism organisations:   

Tourism businesses add value to other kinds of businesses too. Digitalisation and new 

technologies help these larger processes. Tourism doesn't stand alone

15

.

 

Information from interview data suggests that local DMOs are often the ones that work closely with SMEs through 

various programmes and funding initiatives, but these activities might not be visible because they are often funded 

and managed by multiple stakeholders: 

  

Digitalisation is a process, not something that happens overnight, and DMOs will be there 

for the journey

16

. 

 

Survey data also revealed that professional associations operating at the national level were most active in 

supporting digitalisation, and there is limited activity by local level professional associations. 

Public administration and professional association actions  

Both public administrations and 

professional associations undertake 

education, networking, website 

support  and e-marketing activities. 

However, the survey also revealed 

some differences in what both types 

of organisations offered. Public 

administrations were also  involved 

in actions that contribute  to the 

development of business 

ecosystems (e-commerce) and 

destination collaboration (e-

governance) including, for example: 

 

•

  Data collection 

•

  Financial support 

•

  E-governance assistance. 

 

The main activities conducted by professional associations included: 

•

  Educational activities 

•

  Support for funding applications 

•

  Building consortiums, matching, networking 

•

  Support for marketing (websites, social marketing, online trading, etc.). 

 

In addition to education, networking, and website support and e-marketing activities, 

survey data revealed that professional associations are involved in building  e-

marketing competences, and in developing e-commerce channels. They tend to be 

less involved in actions associated with building the skills, competences and 

connectivity required for e-governance (Q6 professional associations/Q6 public 

administrations).  

 

The actions of both  public administrations  and professional associations  in 

establishing collaborations between SMEs were found to be particularly important 

                                                           

15

 Supplementary interview data by the current authors, DMO Digitalisation project manager. 

 

16

 Supplementary interview data by the current authors, National tourism organisation representative.