Final report



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REPORT TourismDigitalisation

Lack of SME capacity (time, skills, staffing, knowledge, cost); 

 

Technology-Strategic issues (availability, choice, decision-

making); 

 



Technology-Operational issues  (suitability, availability and 

implementation of solutions within time, expertise and budget 

constraints).

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Difficulties of digitalisation  (complexity of the digitalisation 

problem space); 

 



Internet (availability, cost, and reliability in rural areas); 

Similarly, professional associations and public administrations are under increasing pressure to do more with less, 

and their capacities to bridge the gap between what SMEs need to support digitalisation and their organisational 

resources  are  also under pressure. These organisations could also benefit from shared knowledge and 

collaboration in the interests of supporting SMEs and their ecosystems. 

                                                           

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Supplementary interview data by the current authors, micro-entrepreneurship and tourism researcher. 



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Supplementary interview data by the current authors, DMO representative.



 

There will always be a gap 

between the support 

provided by public 

administrations and 

professional associations, 

and what is needed. There 

will always be a need for 

extra hands. Collaboration 

is key to that

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.

 

When you talk to SMEs, you 

talk to people, and you have to 

interact and learn at that level. 

That is the reality of tourism 

SMEs 

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.

 



 

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7.0  Conclusions – Facilitating digitalisation 

Approach to facilitating digitalisation 

There is no “one-size fits all” Europe-wide set of policy responses given the diversity of tourism SMEs, the different 

institutional, economic, and social contexts, and multitude of actors and organisations involved. This report has 

aimed to diagnose the challenges and opportunities in order to help identify appropriate and targeted policy 

initiatives and actions.  

Although there are variations across Europe, tourism SMEs 

are  generally  characterised by low level of digitalisation, 

with most of the technologies employed focused on 

facilitating internal SME e-business operations. There is 

some more limited use of technologies to facilitate e-

commerce, and little evidence among the surveyed tourism 

SMEs that they are moving towards the level of connectivity 

and interoperability intended by terms such as smart 

tourism and e-governance. 

The challenges of digitalisation emerge along three main 

vectors of transformation which broadly capture the journey 

from digitalising internal SME operations through to the 

development of digital supply chains and e-commerce, 

towards interconnected digital systems that  support  

e-governance:  

 

(1)  At the SME 




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