Digitalization is a key element in making the tourism industry fit for the future. Almost all areas of tourism are now subject to digitization processes. In this context, digitization is not an end in itself, but offers innovative solutions to current challenges in many places, for example in the digital planning of networked, environmentally friendly mobility, in personally tailored, networked travel offers, in the recruitment of specialists and workers, in the automation of work processes, in the management of visitor flows or in more efficient resource management. Companies can optimize their operations through digitalization, improving the customer experience along the customer journey. By using new technologies and digital platforms, guests can plan and book trips more easily and effectively. In addition, innovative technologies such as virtual reality and augmented reality offer new approaches to experiencing and presenting travel destinations. It is important that all companies, including small and micro enterprises, have the opportunity to use digital data, tools and concepts to leverage the potential of digitalization.

The work packages we want to focus on here primarily include:

• D1 supporting SMEs in the tourism industry with digitalization.
• D2 intelligent use of data to optimize processes in tourism
• D3 promotion of digital hotel check-ins
• D4 development of digitally supported tourism offers.

Motivated professionals and workers are essential for the tourism industry, because tourism thrives on people and encounters. The industry offers numerous job opportunities: from reception staff and tour guides to hotel, transport and destination management. A qualified workforce can contribute significantly to customer satisfaction and thus to the success of the company. However, many companies in the tourism industry are unable to find a sufficient number of skilled workers and employees. To counteract this problem, the industry must become more attractive for people from Germany and abroad. There are many starting points for this, such as good working conditions, an attractive living environment or adequate training and recruitment opportunities.

Against this background, we plan to jointly tackle the following work packages in particular:

• A1 create attractive employers and working conditions
• A2 recruiting young talent and filling suitable training positions
• A3 improve living conditions for skilled workers and retain skilled workers in the communities
• A4 recruit skilled workers from abroad and promote integration

To promote competitiveness in tourism and make Germany more attractive as a tourist destination, tourism offerings, infrastructure and service quality must be of a high standard. This includes good accessibility for all travelers, high safety and cleanliness standards, appealing public spaces, and attractive natural and cultural offerings. At the same time, regional identities must be preserved to ensure acceptance of tourism in the destinations. This applies to rural areas just as much as to urban tourism.  In addition, good framework conditions for companies, especially SMEs, and the least possible bureaucratic burdens are important for competitiveness in tourism. The objectives of this topic are correspondingly complex and include socially sustainable travel, reducing bureaucracy, stimulating international travel and developing tourism regions.

The work packages to be addressed accordingly include:

• W1 develop and diversify tourism regions: strengthen rural areas / Shape urban tourism / increase attractiveness of city centers.
• W2 Promote socially sustainable travel: Ensure accessibility along the service chain / Ensure transparency on sustainable offerings.
• W3 drive forward the reduction of bureaucracy (practical checks) / facilitate succession
• W4 stimulate international travel, optimize competitive conditions in the single European market
• W5 expand knowledge in tourism