World Tourism Day: Highlighting the value of data-driven travel
Open data helps make tourism smarter, more sustainable and accessible
Every year on 27 September, the world celebrates World Tourism Day, a global observance led by UN Tourism. The day recognises the social, cultural and economic importance of tourism and encourages discussion about the future of the sector. In 2026, the theme is 'Digital Agenda and AI to redesign tourism', highlighting how digital technologies can help create more inclusive, sustainable and efficient travel expenses.
Tourism remains a major contributor to Europe's economy and communities. According to Eurostat's tourism statistics, tourism generates valuable economic activity while supporting cultural exchange and regional development. As destinations adapt to changing traveller expectations, policymakers, businesses and local authorities increasingly rely on digital tools and evidence-based decision-making to improve visitor experiences and strengthen resilience across the sector.
Publicly available datasets on tourism flows, accommodation, transport, and visitor behaviour help governments and organisations better understand travel trends and plan for future demand. Through the European Data Portal's tourism data resources, users can access information that supports research, innovation, and the development of new services. Open data also contributes to transparency and enables more sustainable tourism management across Europe.
To mark World Tourism Day, explore the tourism-related information available on the European Data Portal and discover how open data is helping shape the future of travel.
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