Actively champion the digital transformation of tourism. The complexity of the policy environment combined with the unique characteristics of tourism SMEs can adversely affect the uptake of digital technologies, perceptions of risk, trust and confidence. Governments can take a leading role in establishing the framework conditions to support digitally-enhanced tourism business models, value chains and ecosystems. Policy measures might include:
Support for hands-on innovation and capacity development through travel-tech incubators, accelerators, mentoring opportunities and other non-tech initiatives (e.g. tourism networks) to encourage uptake, catalyse tourism business ecosystems, and promote a digital mindset.
Build a supportive environment by modernising regulatory frameworks to promote fair competition and encourage innovation.
Facilitate strategic leadership appointments such as ‘Chief tourism entrepreneurs’ with specific mandate to evolve tourism business ecosystems and span boundaries between tourism, tech and other sectors. These trusted intermediaries should be strong leaders and strategic thinkers.
Encourage uptake and investment in new digital technologies by tourism businesses. A policy environment that supports and enables digital transformation of tourism SMEs and seeks to enhance productivity and innovation could include the following policy measures:
Enhance access to human resources, skills and information to improve awareness of opportunities and benefits, facilitate uptake of digital technologies, and strengthen capacity to participate in new and emerging digital ecosystems.
Build the evidence base on the key aspects and impacts of digitalisation for tourism SMEs. Targeted and nuanced approaches to regulation, funding, investment and incentives should be based on a better understanding of the different needs of digital native businesses and traditional tourism businesses with low levels of digital uptake.
Support accessibility and affordability of digital technologies, tools and solutions for tourism SMEs, including initial investment and ongoing costs.
