Digital transformation
We want to support and accelerate digital transformation in the Dutch tourism and leisure sector. Working with partners, we ensure that tourism organisations have access to the latest knowledge about digital developments. We encourage (new) cross-sector collaborations and make data and funding opportunities widely available. As part of this, we also focus on SMEs, a vital group for accelerating the transition in the sector. Using a national, integrated approach, we create space for innovation and collaboration.
Digital Expedition
The digital transformation within the tourism sector has been underway for some time, but the speed of new developments is rapidly increasing. That’s why it is important - and challenging - to respond promptly and effectively and to properly manage potential risks. Since a large proportion of tourism businesses are SMEs, it's not always easy for everyone to keep up with these changes. That is why NBTC, in collaboration with industry organisations, knowledge partners and destination marketing organisations (DMOs), is leading the acceleration of digital development in the hospitality sector. We’re kicking-off this movement with the national 'Digital Expedition' vision.
The national 'Digital Expedition' vision presents five related action points that serve as a compass for the digital transformation of the hospitality sector. These action points provide guidance for entrepreneurs, policymakers and partners within the sector to work on digitalisation in a structured and future-oriented way.
Improving digital skills
The hospitality sector’s digital transformation offers huge opportunities, but inadequate digital skills are a major obstacle. Research shows that there is a gap between digitalisation ambitions and the skills needed to realise these ambitions. That’s why we are committed to developing digital skills among employees and entrepreneurs and increasing the digital maturity of organisations.
Effective collaboration around data
Data is essential for a competitive, future-proof hospitality sector, yet many organisations have difficulty with collecting, interpreting and sharing it. A central data hub and a collaborative approach can help the sector better leverage insights, create new experiences or inform strategic decisions.
Stimulating a culture of innovation
New technologies offer unprecedented opportunities for the hospitality sector, from better visitor experiences to more efficient operations. Yet usage in practice lags behind. Organisations do not learn enough from each other and do not experiment enough. A strong innovation culture with room to explore new technologies helps the sector move forward.
Generative AI is seen as the digital trend with the most impact over the next five years. Sanne van Let, Manager Digital NBTC
Increasing digitalisation’s impact on sustainability
Digitalisation can help drive the hospitality sector’s sustainable transition. Smart technology makes it possible to enhance environmental and social sustainability. Consider, for example, more efficient resource management or innovative virtual experiences that better regulate visitor flows. This is how digitalisation can be used in a targeted way to increase the positive impact on sustainability.
Investing in digital technologies
To truly innovate, it’s essential to invest in digital technologies. What funding opportunities and grants are available? Can you take advantage of other financial support? NBTC helps tourism organisations navigate this financial landscape.
Our expert on
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contact Sanne van Let