A digital future for Europe’s Tourism SMEs

By Solveig Honoré Hatton, Senior Vice President, Government Engagement at Mastercard

Europe’s tourism sector is the envy of the world. As the most visited continent worldwide, the region is home to many of the globe’s top destinations, cultural heritage sites, and natural wonders. And behind Europe’s historic cities, renowned attractions, and beautiful landscapes, are millions of small and medium-sized enterprises (SMEs), welcoming, facilitating, and supporting tourists, powering the industry.  

Representing around 85% of the global tourism sector worldwide, the success of small and medium-sized enterprises is vital to global – and regional growth. In Europe alone, over 12 million people are employed by over two million tourism businesses – the vast majority of which are small or medium-sized. Undoubtedly, the tourism sector is a major driver of economic growth across the region, and by some estimates contributed to over 8% of GDP in 2022. 

It's no surprise, therefore, that the European Commission is committed to ensuring a sustainable, digital-first future for the sector through the EC’s Tourism transition pathway As part of ‘Europe’s Digital Decade’, the Commission is also prioritising the development of digital solutions for businesses, with a particular focus on targeted policy support for SMEs.  

At Mastercard, we’re committed to leveraging our technology and data expertise to provide SMEs across the world with tailored guidance and tools to support their digitalisation and their growth. Our recently launched Tourism Innovation Hub builds on this commitment, harnessing the power of our partnerships to shape a tourism industry that meets the needs of all stakeholders – governments, local communities, travellers, and of course SMEs.   

One such programme that helps us to realise this ambition is the World Tourism Organization (UNWTO) Digital Futures Programme for Tourism SMEs. On the eve of European Tourism Day, I had the privilege to shed light on Mastercard’s partnership with this programme in Europe and beyond at a UNWTO Webinar. Alongside the program’s key partners Amadeus, Telefónica Tech, Hosco and Lobster Ink, we addressed the tremendous potential digitalisation and data holds for SMEs operating in the tourism sector and how we can drive more resilient growth.

Through the Digital Futures programme, participating SMEs can assess their digital readiness through Mastercard’s diagnostic tool. They can develop digital skills and knowledge, with tailored offerings across connectivity, business growth, e-commerce, big data and analytics, payments, and security. The platform connects SMEs with training and tools from the programme’s partners – including our Mastercard Academy Entrepreneur’s Odyssey and the Mastercard Trust Center.  

The Digital Futures Programme demonstrates the true potential of public-private sector partnerships. Showcasing how collaboration across industry stakeholders can help close the gap for policymakers and the public sector, it also encourages innovation across the ecosystem. By partnering with the UNWTO, European governments, and other stakeholders across the tourism value chain, we can collectively reach and deliver holistic support to the businesses who need it most, ensuring Europe’s tourism SMEs can strive towards a digital-first future.  

To watch the UNWTO virtual webinar "Digital Futures Programme for Tourism SMEs in Europe" and to learn more on the programme, visit the UNWTO's website here.