UNWTO and the Asian Development Bank have launched a joint report on the use of big data for better tourism planning and management.

The report features examples from across the Asia and the Pacific region while also showcasing the main trends in the use of big data in tourism at the forefront of technology and innovation. The report also makes clear the the role that big data can play in recovery and the measurement of the economic, social, and environmental dimensions of tourism.

The joint UNWTO and ADB report will assist both governments and the private sector as they look to complement official statistics with big data so as to better understand changes in consumer behavior and to enhance recovery with targeted products, segments, and source markets. Big data will also be key to supporting seamless travel through the implementation of safety protocols, biosecurity technologies, and digital health certificates to enable the safe reopening of borders.

The report further addresses some of the key challenges standing in the way of fully realizing the potential of big data and digitalization for better tourism policy. These include ongoing concerns over privacy, skills gaps, data reliability, inadequate governance and infrastructure, the digital divide, accessibility barriers. These challenges make clear the need for comprehensive agenda to pave the way for the effective use of big data to assist tourism recovery and its transformation toward a greener, more resilient sector.

To find out more, check out the joint report HERE