Sustainable Tourism Through Digitalization and Smart Solutions

Abstract

This paper examines whether digitalization and smart solutions can be a crucial factor for reaching sustainability in tourism. It employs a literature review in combination with a comparative case study analysis and empirical data from different areas of Europe. The methodology employs a structured questionnaire distributed to regional tourism stakeholders to assess the importance of smart transformation in their region, supported by both quantitative and qualitative analysis. This research is based on the findings of the Interreg Europe project “TAAS—Tourism as a Service; a 360 degrees tourism experience” and the areas that are part of it as case studies. Using inductive reasoning, this paper highlights the importance of smart, digital interaction among tourists, regions, stakeholders and policies. The results of the questionnaire provide concrete evidence on the perspective of stakeholders regarding digitalization and its role in enhancing the social, environmental and economic dimensions of tourism sustainability.

1. Introduction

During the COVID-19 pandemic, the tourism sector came close to a standstill. According to the United Nations World Tourism Organization (UNWTO), the pandemic had a devastating effect globally and in Europe, reducing tourism flows by 74% worldwide [1]. For many regions, tourism has a large share in their income. In 2024, the contribution of tourism to the global GDP was 10%. This percentage in numbers of employment represents 357 million jobs globally [2]. In Europe, in 2019, tourism accounted for 4.5% of the total EU gross value added [3]. These statistics show that tourism is an important aspect of global economic development. But how could tourism keep evolving and continue to guide the global economy?

In a post-pandemic era, global interest has shifted towards resilience and respect for the environment. To achieve resilience, it is important to focus on sustainability. Sustainability is a component of resilience and vice versa [4]. The United Nations, by creating the Sustainable Development Goals (SDGs), set the final targets that areas have to achieve for sustainability. There are many ways to move towards sustainability, using models and tools [5] that help in the journey or even using the context of the SDGs. According to the United Nations, the three pillars of sustainable development are social, economic and environmental. In other words, sustainable development is based on social cohesion and development, on economic growth and resilience and on environmental preservation. One significant means to achieve sustainable development is to enhance capacity development, which is also supported by interregional cooperation. Capacity development activities are one of the most effective activities that are advancing the implementation of sustainability goals [6]. However, capacity development is a term that has arisen as a significant difference of the term capacity building. Traditionally, capacity building means to build something new from the ground up, and on the contrary, capacity development means to build on existing skills and knowledge towards a dynamic and flexible process of change [7]. For sustainable development, a combination of capacity development and capacity building is needed, and for this reason, capacity building activities are aimed at strengthening and maintaining the capabilities of states, regions and societies generally to minimize the negative impact of current social, economic and environmental policies [8]. Increasing capacity development and building supports SDG 17, which was set by the United Nations. Specifically, Sustainable Goal 17, “Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development”, is crucial for the enhancement of capacity development, multi-stakeholder partnerships and technology in sustainable development [9]. But how could sustainability be linked to tourism?

For sustainable tourism, the UN has dedicated a specific SDG target. This target is 8.9 of SDG 8, “Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all” with the title “Sustainable Tourism”. This target aims to “implement policies to promote sustainable tourism that create jobs and promote local culture and products”. In addition to SDG target 8.9, target 12.b also refers to monitoring the progress of sustainable development of tourism in creating new jobs and promoting local culture and products [10]. However, one solution to promote the local culture and products is to adopt new digital technologies. Sustainability is a key element, connected with digital transformation as innovation for tourism [11,12].

As new technologies are emerging constantly, digital transformation is a key feature in the development of tourism. Sustainability and digital technology solutions are essential for the future of tourism [13]. Although digital innovations are at the forefront of the tourism industry, with technologies like online booking [14], many regions are in need of a renewed digital and sustainable approach. Along with digital transformation and sustainability, the need for competitiveness and extroversion of the touristic areas is increasing. However, the most important aspect in order to achieve digital transformation, competitiveness, sustainability and extroversion is the collaboration between areas [15].

In the current paper, the concept of smart tourism goes beyond the application of digital technologies; it represents a shift toward more responsive, data-driven and inclusive tourism systems. As destinations adopt smart tools in the way tourism is planned, managed and experienced, the tourism product changes. However, for smart tourism to be truly effective and sustainable, it must be grounded in active engagement with both citizens and stakeholders and data-driven decisions. Engagement ensures that smart solutions are not only technologically efficient but also socially relevant and locally accepted [16]. The findings will provide valuable insights for policymakers, stakeholders, and regions striving not only to enhance their digital presence and attract more tourists in a post-pandemic world, but also to transform the whole experience of tourism. Questions aimed at being answered through the current paper are:

• Do digital technologies and smart practices in tourism (citizens’ and stakeholders co-planning) positively influence the development of sustainable tourism practices in regional destinations?
• Can stakeholder engagement and smart co-planning contribute to the long-term sustainability of tourism destinations?
• Can sustainability in tourism be achieved or even be boosted through the strategic use of digital technologies across all stages of the tourist journey?

For the sake of contributing to the above, the current paper focused on nine European areas that are part of the Interreg Europe 2021–2027 project “Tourism as service; a 360 degrees tourism experience”, whose main objective is the adoption of policies that will promote digital technologies and sustainable tourism [17]. Digitalization and smart solutions are the main base of the project that will contribute, in combination with policy improvements, to the acceleration of tourism, as it is the specific objective of the project and will affect the related policy instruments in “supporting smart and sustainable development” under the EU policy objective: “A Smarter Europe”.

2. Literature Review

An important aspect of this paper is the understanding of the concept of digitalization. For this reason, the difference between “digitization” and “digitalization” as terms should be clear. The term “digitization” refers to transferring analog signals into digital form, in a sequence of 0 s and 1 s. In other words, digitization is a way of transforming data from analog to digital, and because of the flexibility of communicating bits of information with each other, a variety of data can be transformed into bits [18]. On the other hand, “digitalization” refers to the use of digital technologies and digitized information. It is the use of digitized information in order to lead to digital transformation. Thus, “digitalization is about systems of engagement and systems of insight, leveraging digitized data and processes” [19].

This usage of digitalization has resulted in the transformation of many industries. Technology is a key element for the technological industrial revolution. Industry 4.0 has marked the evolution of economies, markets and industries [20]. The first time that was mentioned was during the Hannover Fair in Germany 2011. This term originally referred to the transformation of the manufacturing industry, and this transformation referred to the automation of industry, which was a technological revolution. Specifically, Industry 4.0 included digital systems that could be integrated into the digital management of an industry with the physical world [21,22]. The Fourth Industrial Revolution has also expanded into cities. City 4.0 is the integration of digital technologies in citizens’ everyday life by increasing the engagement and the connection of citizens and the data to improve the quality of urban life, productivity and sustainable development [23]. However, this transformation has not been limited only to the industry with Industry 4.0 and to urban areas with City 4.0. The transformation has also been diffused in rural areas. The parallel transformation of the areas/regions by means of evolving and adopting digital technologies and follow-up the digital age is important for the transformation of the industry of tourism. The adaption of technology and the digitalization of tourism has led to a change in the point of view of tourism products. Sustainable development has to follow a holistic approach and include all aspects of life in terms of activities, from sustainable mobility and development of regions to sustainable development of leisure services. The sustainability also has to be a priority for active tourism [24], and this can be achieved by digital transformation. The digital transformation of tourism resulted in the creation of the term “Tourism 4.0”. This term refers to the technological innovations of the tourism sector that focus on creating an exceptional tourism experience. These technologies are tools such as virtual reality systems (VR), augmented reality systems (AR), mobile apps, etc. [25].

Digital transformation and sustainable development cannot only be limited to active tourism. For this reason, Tourism 4.0 puts at its center an anthropocentric development of tourist experiences. The adaptation of digital technologies ensures the satisfaction of tourists in every aspect of tourism. The use of smartphones is a tool that provides services such as navigation, information, payments and a sense of security to tourists when they are imagining, planning, visiting and evaluating a place for vacation or a trip [26]. This transformation must have as a target the sustainability of a region. Sustainability can be achieved using digital technologies and by transforming the tourism sector into Tourism 4.0. This can also be supported by the increasing number of tourists using online platforms for booking their accommodation. According to Eurostat, in Q1 2024, bookings through online platforms raised by 28.3% in comparison with Q1 2023 [27]. In addition to these statistics, another important aspect is the percentage of influence of social media on tourists when they choose a destination to travel. According to a study about Cape Verde on the Atlantic Ocean, it showed that 24,4% of responders on a survey used social media as a source of information before visiting, with the rest choosing search engines, travel agencies and other recommendations [28]. These statistics also indicate the shift of people using digital technologies for travel. However, in order for digital technologies to be resilient, they must connect with sustainability.

Another very crucial interrelation is among smart tourism and smart mobility. Tourism and transport are deeply interconnected sectors—accessible, reliable and sustainable transport infrastructure is essential for attracting and retaining visitors. The adoption of new technologies such as real-time mobility apps, digital ticketing systems, electric vehicle sharing and integrated smart cards is transforming how tourists plan and experience travel. These innovations enable seamless movement within and between destinations, reduce environmental impact and enhance overall visitor satisfaction. In regions where accessibility is limited—such as rural, mountainous or island areas—smart transport solutions can play a pivotal role in improving connectivity, managing visitor flows and supporting the long-term sustainability and competitiveness of tourism [29,30,31].

Sustainable development is essential for the development of tourism. As a term, “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs” [32,33]. Tourism and sustainability are classically linked with the terms of natural environment preservation. However, sustainable tourism can be referred to as a development that has a long-term positive effect and advocates sustainable regional development. Sustainability in tourism can increase the quality of life in a region, protect and support the uniqueness of a region and can also boost the economic growth [34].

Regions in Europe have started making progress on tourism digitalization. A total of 27 roles have been identified in the generic tourism ecosystem that have improved the digital efforts of the region [35]. According to this information, Europe seems to be at the beginning of a digital transformation in the sector of tourism.

In summary, distinguishing between digitization and digitalization is essential for understanding the transformation in the tourism industry. The emergence of Tourism 4.0 highlights how digital technologies can enhance tourist experiences while promoting sustainable practices. As European regions embrace this digital shift, they pave the way for a tourism sector that balances economic growth with environmental responsibility, ultimately contributing to more sustainable regional development.

Except for the distinction between the terms of digitalization and digitization, when researching for digitalizing the tourism sector, the emerging literature refers to the use of digital technologies that are personalizing the touristic information and mostly refers to technology that is being used by the tourists while they are visiting a region.

Specifically, the literature is focused on smart technologies that create the “Smart Tourism”. Smart tourism has a variety of components that are supported by ICTs. One of the smart tourism components is smart tourism destination, which has the objective of offering to tourists a smart experience through personalization, context-awareness, real-time data and new technologies [36,37]. The goal for the creation of smart tourism destinations is to provide a higher-quality framework that also improve residents’ quality of life [38].

These smart tourism destination technologies refer to the use of technologies during the visit of a tourist. There have been several attempts all this time to provide smart tourism services, like location tracking systems that provide recommended advertising [39], applications that utilize sensors to provide information to optimize the movement of cruise ship tourists [40] and other technologies. The literature shows that all these technologies can be used only during the time that a tourist visits a smart tourism destination [41].

Another issue in the literature that is referred to is the natural preservation of an area and the transformation of this area in a sustainable attraction that also promotes economic growth [42,43]. However, sustainable tourism can also be achieved with the use of digital technology, as it will be presented later on. Lastly, another important aspect of smart technology is the creation and adaptation of smart tourist cards. These cards can provide information, payments, e-tickets and access to museums and other tourist attractions [44,45]. But the adoption of this type of technology is not the only solution towards sustainable tourism.

For this reason, in order to address the issue of promoting sustainability to tourism through digitalization, there must be a holistic approach. This holistic approach can be resembled by the “TAAS cycle”. The “TAAS cycle” approach is a whole-trip experience, from imagining the trip to planning the trip to during the visit and finally to sharing the trip experience [17], and it is presented in the following Figure 1.

3. Methodology

In order to support the importance of implementing digital technologies in the tourism sector, the analysis of 9 case studies in combination with a questionnaire from regional tourism stakeholders can provide insights into this research. Through official documentation such as the situational analysis for the 9 areas of the TAAS Interreg Europe project, the digital efforts of those areas will be examined. A comparative analysis will take into account the situational analysis of the project and the questionnaire that is given to tourism stakeholders of those areas.

Moreover, the methodology of this paper is based on a cross-selection data method comparing the 9 cases on selected dimensions [46] and specifically on the dimension of digital technologies adaptation or transformation. The 9 areas that are participating in the TAAS Interreg Europe project through Interreg Europe programme for 2021–2027 are: the region of the South Aegean (RSA–Greece), the region of Tampere (Finland), the Polhov Gradec Hills Landscape Park–Ljubljana region (Slovenia), the region of Stockholm (Sweden), the city of Fano (Italy), the region of South Limburg (Netherlands), the region of Aspres-Thuir (France), the Donegal county (Ireland) and the region of Ungheni (Moldova). Through inductive reasoning this paper attempts to analyze the percentage of usage of digital technologies of those areas in the tourism sector.

In addition to the 9 case studies, we also will take into account a questionnaire in which stakeholders of tourism have answered questions about the local needs and strengths of the TAAS project area and the opportunities that the project can create for tourism. This survey will serve as a data collection method for this research as the response of stakeholders will be considered as an evaluation of the current status of tourism in those areas and as indicators for the future use of digitalization in tourism. The data from the questionnaire will be used as quality indicators. Questionnaire-based research can increase the evidence of the situation for these 9 case studies [47]. According to Johanna Rivano Eckerdal and Charlotte Hagström, questionnaires is one qualitative method to bring data in research [13]. These data can provide insights into what local tourism stakeholders think about their region, in other words, insights into the quality of their services and tourism generally in their region. It is a qualitative approach to the data that the questionnaire can offer towards the target of this paper. This approach is based on a systemic thematic analysis process [48,49,50]. The qualitative approach will provide an in-depth analysis of the data collected from each area. Based on this approach, we followed the six-step approach as shown in

Table 1. Six-step approach in theme analysis.

Steps	Content
Understand the dataset	Read, understand, transcribe and highlight the main idea
Produce initial codes	Create codes for important features of the data in a systemic way for the entire dataset
Search for themes	Transfer codes into potential themes
Review themes	Evaluate the connection between themes with the extracted codes and the entire dataset
Identify and name possible themes	Analyze each theme and their codes into generating definitions/names/sub-themes to describe the data
Create a report	Write down all the results in a systemic way

Source: Elaboration of the data presented in [48].

.

The scope of the survey was for gaining understanding on how stakeholders are perceiving the exploitation of digital tools on tourism and on how smart solutions could support the sustainability of a touristic area. Specifically, the questions of the survey analyzed were:

• Q1. How would you rate the overall tourism attractiveness of your area?
• Q2. How significant is the contribution of tourism to the local economy?
• Q3. How would you rate the overall visitor satisfaction in your area?
• Q4. Does tourism face significant challenges and problems in your area?
• Q5. How do you rate the current digitalization efforts in supporting tourism in your region?
• Q6. To what extent do you believe that the current tourism policies in your area embrace digitalization?
• Q7. How effectively are the weaknesses in your tourism sector being mitigated by digital solutions?
• Q8. To what extent do you think there are opportunities for digital innovation in your tourism sector?
• Q9. How well are stakeholders engaged in the process of tourism planning?
• Q10. How well are citizens engaged in the process of tourism planning?
• Q11. How well are tourists engaged in the process of tourism planning?
• Q12. How well do current policy instruments address the sustainable development of tourism?
• Q13. How important do you think it is to refine and enhance policy instruments for better digital integration in tourism?
• Q14. To what extent do you feel that the current policies allow for innovation in tourism digitalization?
• Q15. Are there digital tools and innovative approaches used in your area for triggering potential visitors’ interest in visiting your area?

Additional questions referred to the current use of digital and sustainable practices as well as to the existence of incentives or reward systems in place to encourage tourists to become ambassadors and influence others through shared experiences.

The total number of respondents was 100 stakeholders across these countries. It was distributed by the partners of the TAAS project from September 2024 to February 2025. A structured questionnaire was distributed to regional tourism stakeholders, including tourism businesses, transport providers, public authorities and tourism organizations. The survey primarily used Likert-style questions to capture stakeholder perceptions regarding tourism attractiveness, digital tool effectiveness, sustainability practices and policy adequacy. This format enabled a standardized, quantitative and qualitative evaluation of stakeholder attitudes across the nine areas participating in the TAAS project. Although 100 individual responses were initially collected, the number of respondents varied significantly across countries. To ensure consistency and comparability, the analysis was based on one representative questionnaire per area.

4. Study Area

4.1. The 9 TAAS Areas/Case Studies

The nine TAAS areas/case studies for which questionnaires were collected are:

South Aegean (GR): The South Aegean Region (Figure 2 shows Rhodes), encompassing popular islands like Rhodes, Kos, Santorini, and Mykonos, is one of Greece’s top tourism zones, contributing significantly to the national GDP. While it offers a robust and mature “Sun & Sea” tourism product, the region remains highly dependent on traditional tourism. Digitalization is in progress but uneven, with notable initiatives like regional mobility apps and virtual tours. Key challenges include infrastructure gaps, seasonality and underutilized smart tools, especially in the post-visit engagement phase. Strengthening digital services and destination management systems is critical to boosting sustainability and competitiveness.

Tampere (FI): Tampere, Finland’s third-largest city, has a strong domestic tourism base and growing international appeal, known for its sauna culture and family-friendly offerings. While it boasts advanced digital infrastructure and smart city ambitions, tourism SMEs often lag in digital uptake due to limited resources. Visit Tampere promotes tools like DataHub and mobile apps, but deeper integration of digital solutions across the tourism experience—from planning to feedback—is needed. There is a strong push to align tourism with Tampere’s wider smart and sustainable urban strategy.

Aspres (FR): Aspres, in southern France, is a rural area with emerging tourism primarily based on cultural and nature-based activities. It faces challenges due to limited infrastructure and visibility, though it benefits from rich heritage and local traditions. Digital tools are currently underused, and there is a need for integrated platforms to enhance visibility, bookings and visitor engagement. TAAS aims to support Aspres in creating a more coordinated and digital-savvy tourism offer that aligns with its sustainable development goals.

Ljubljana urban region (SL): The Ljubljana urban region focuses its TAAS work on the Polhov Gradec Hills Landscape Park—a peri-urban nature area suffering from overuse by day-trippers. While Ljubljana is a well-developed tourist destination, this peripheral park lacks digital coordination and mobility solutions. The region is pushing for sustainable tourism development by integrating smart visitor management, improving public transport links and using digital tools to spread visitor flows. TAAS supports better governance and digital infrastructure to preserve the area’s ecological value.

Fano (IT): Fano is a mid-sized Italian coastal city known for its cultural heritage, beach tourism and historical charm. It experiences significant seasonality and aims to diversify its tourism offer through digital transformation. Local strategies include developing immersive experiences and smarter tourism services, though many businesses still struggle with adopting digital tools. TAAS provides a platform to test and share innovative practices that can help Fano manage tourism sustainably while improving year-round appeal.

Donegal (IE): Donegal, located in northwest Ireland, is rich in natural landscapes and cultural traditions but remains relatively less explored compared with more central Irish destinations. It aims to strengthen its sustainable tourism strategy by integrating digital tools to promote remote areas and enhance visitor experiences. Digital transformation is needed in areas like mobility services, accommodation bookings, and destination storytelling. Donegal is using TAAS to align its tourism policy with green, data-driven innovations.

Stockholm (SE): Stockholm, Sweden’s capital, is a major international destination with advanced digital infrastructure and a strong sustainability agenda. While tourism is well integrated into the city’s climate action planning, specific measures targeting the tourism sector’s digital and climate performance are still under development. TAAS offers Stockholm a framework to evaluate and adopt new digital tools that enhance visitor services and reduce environmental impact, especially within its climate action plan.

Zuid-Limburg (NE): Zuid-Limburg, in the Netherlands, is a well-developed tourism region known for its scenic landscapes and historic towns. The region has a comprehensive tourism strategy with a strong emphasis on sustainable development and data-driven planning. It already uses digital dashboards and experience models but seeks further improvements in digital customer journeys, stakeholder integration and visitor flow management. TAAS supports these ambitions by fostering interregional learning and piloting smart tourism innovations.

Ungheni (MD): Ungheni, a small city in Moldova, is at an earlier stage of tourism development, with efforts focused on local attractions, wine tourism and cultural heritage. Digital tourism is in its infancy, though promising tools like QR-coded signage and social media campaigns are in place. Ungheni uses TAAS to build capacity, develop a digital tourism identity and integrate smart technologies to promote regional distinctiveness while improving data collection and strategic planning [51].

4.2. Existing Digital and Smart Efforts

Based on the situational analysis of the TAAS Interreg Europe project, the current situation of usage of digital technologies on tourism is presenting some significant differences. Starting the analysis from the region of the South Aegean, the current digital efforts are focusing on official website, business websites, virtual tours (VR) and mobile applications of hotels and services like astyMOVE. The application of astyMOVE is a service for sustainable transportation in the island of Astypalea, as the island is in transition to be a green, smart and sustainable with only electric vehicles and to be autonomous using renewable power sources [52]. These digital efforts are focusing on the phase of triggering the imagination of tourists and are mainly usable during their visit.

For Tampere, the digital technologies are widely usable with applications like the Tampere Finland app [53], two booking platforms (Bókun and Johku) [54,55] and other solutions. There are also different types of digital solutions that focus on providing services to tourists when visiting the region, like bike and rail, outdoor express [56] and others. However, beyond the digital services for tourists when visiting the region, Tampere has also created a datahub for businesses and tourism stakeholders in general in order to evaluate the impact of their current strategy. A datahub is a valuable tool to assess what attracts tourists, and it is useful for stakeholders in redirecting their tourism strategy [57].

Moreover, for Polhov Gradec Hills Park of the Ljubljana region, the digital solutions that have been implemented for tourism are focused on use during the visit. These solutions are mobile applications like SUSTOURISMO [58], which is an app promoting sustainable travel through rewards, like counting steps, which can be redeemed at local businesses as discounts. Another digital tool is the website and mobile app visitljubljana.com along with the Ljubljana Tourist Card [59]. Also, there are applications that promote sustainable mobility, like car or bike sharing apps, and information and access to museums and other attractions, promoting sustainable tourist practices.

By the same reasoning, Stockholm as the capital of Sweden has a variety of mobile applications for tourists to use during their visit at the city. Although there are a variety of apps, it has also been achieved to empower its influence in social media: this has been possible through having social events, like a Taylor Swift concert. This extensive use of digital tools has created a complete cycle of triggering the imagination of tourists in order to plan and visit Stockholm and in the end to leave positive feedback on their visit.

In addition, in the city of Fano, the use of digital technology is also focused on services and technologies for when the tourist visits the city. One example is the Visit Fano application, which provides tourist information and the ability to activate the Fano Visit Card [60]. This digital card provides discounts on public transportation, free admission to museums, etc. Another service is the Valli a scoprire that provides tourist information about the Marche (region) valleys of Metauro and Cesano [61].

As for the South Limburg region of the Netherlands, which is at the borders with Belgium and Germany, their digital innovations are based on experiences for when a tourist visits the region. They use tools such as virtual reality tours, online ticket purchases, podwalks and information screens on hotels, bars and others. There are also tools that provide insights to businesses regarding tourists and their preferences in order to attract more tourists through personalization and website widgets. One innovation is the tickli ticketshop, which is a platform for selling tickets for events, attractions and even excursions [62].

Furthermore, Aspres-Thuir, as it is at South of France, uses also digital tools that are used by tourists during their visit at the region. These tools are digital tablets providing information, an interactive map of the area [63], audio guide tours with infra-red sensors system, augmented reality mobile application and also QR codes connected to TripAdvisor in order to leave a review. The use of QR codes can also be included in the section of empowering to influence and be the region more visible online. Another good implementation of digital technologies is a software with the name “Tourinsoft”, which provides data to tourism stakeholders of the tourists’ preferences. This software is providing marketing, data collection and information systems for enterprises to attract and analyze touristic behavior [64].

In accordance with Aspres-Thuir, the region of Donegal at Ireland uses similar digital tools. It has created, except for the website of Go Visit Donegal [65], and uses a website that provides a live image of the sea for surfers [66], a VR tour (TIDE project) [67], an online visitor guide for Northwest Ireland as well as the Discover Ireland—Donegal website [68]. The Donegal region has as its main point of use of digital technologies the phase of triggering the imagination of tourists alongside using these technologies during their visit.

Lastly, for Ungheni at Moldova, the digital technologies that are in use are in a development stage. The digital technologies that have been implemented are used during the visit of tourists, such as tourist signs with QR codes [69], and technologies that are also used for triggering the imagination of tourists to plan a visit, such as websites that are exclusively for promoting tourism, social media accounts and booking platforms. Even though there are implemented some important digital tools, Ungheni is still in its initial stage.

However, regardless of the level of use of digital technologies by regions, this implementation of digitalization is a way towards sustainability. Digitalization is a way for people to connect with the world [70]. Digitalization is a way to futureproof sustainable tourism. Sustainability and digitalization are two terms with their vision aimed towards the future by changing the way people experience their vacations while safeguarding the environment, fostering future prospects and considering the long-term effects of tourism on local communities and both the local and global economy [71].

5. Findings and Results

5.1. Survey Findings

As said above, a structured questionnaire to tourism-related stakeholders was circulated to nine European regions participating in the TAAS project, focusing on tourism attractiveness, digital readiness, policy alignment, and engagement. Because the number of respondents varied significantly between regions, an average score was calculated for each question per region, allowing for consistent and comparable analysis across all nine case studies.

The following table (

Table 2. Summarized ratings per TAAS area.

	Aspres, FR	Donegal, IE	Fano, IT	Ljubljana—Polhov Gradec Hills Landscape Park, SI	Rhodes, GR	South Limburg, NE	Stockholm, SE	Tampere, FIN	Ungheni, MD	Average for the 9 TAAS Areas
Q1. How would you rate the overall tourism attractiveness of your area?	3.5	4.8	3.0	4.7	4.6	4.3	5.0	3.5	3.1	4.0
Q2. How significant is the contribution of tourism to the local economy?	3.5	4.8	3.0	2.7	5.0	4.4	4.5	3.8	3.8	3.9
Q3. How would you rate the overall visitor satisfaction in your area?	3.0	4.3	4.0	4.3	4.3	3.9	5.0	4.2	3.9	4.1
Q4. Does tourism face significant challenges and problems in your area?	4.0	4.0	4.0	4.0	4.1	4.1	4.0	2.7	4.1	3.9
Q5. How do you rate the current digitalization efforts in supporting tourism in your region?	3.5	3.5	3.0	3.7	3.5	3.1	4.0	3.5	3.9	3.5
Q6. To what extent do you believe that the current tourism policies in your area embrace digitalization?	3.0	3.5	3.0	3.3	3.3	3.3	4.0	3.2	3.3	3.3
Q7. How effectively are the weaknesses in your tourism sector being mitigated by digital solutions?	2.5	3.0	3.0	2.7	3.5	3.1	3.5	2.8	3.6	3.1
Q8. To what extent do you think there are opportunities for digital innovation in your tourism sector?	4.0	3.8	4.0	4.7	4.4	4.1	4.5	4.3	4.0	4.2
Q9. How well are stakeholders engaged in the process of tourism planning?	3.0	3.5	4.0	3.3	3.5	2.9	3.5	3.2	3.6	3.4
Q10. How well are citizens engaged in the process of tourism planning?	2.5	3.3	3.0	2.3	2.9	2.5	2.5	2.5	3.0	2.7
Q11. How well are tourists engaged in the process of tourism planning?	3.5	2.8	2.0	2.0	3.0	2.4	2.0	2.8	3.2	2.6
Q12. How well do current policy instruments address the sustainable development of tourism?	3.0	2.8	4.0	2.7	3.5	3.3	3.5	3.7	3.4	3.3
Q13. How important do you think it is to refine and enhance policy instruments for better digital integration in tourism?	4.0	4.0	4.0	4.7	4.2	4.0	3.5	3.8	4.4	4.1
Q14. To what extent do you feel that the current policies allow for innovation in tourism digitalization?	3.0	3.5	4.0	3.3	3.5	2.9	3.5	3.7	3.6	3.4
Q15. Are there digital tools and innovative approaches used in your area for triggering potential visitors’ interest in visiting your area?	2.5	3.3	3.0	3.0	2.8	2.9	2.5	2.7	2.8	2.8

Source: own elaboration of data collected.

) summarizes ratings for key questions (all in a Likert scale of 1–5) per TAAS area and the general average for the whole study area.

The results show a generally positive perception of tourism attractiveness and visitor satisfaction across the TAAS regions, with particularly high scores in Stockholm, Donegal and Rhodes. However, significant challenges remain, especially regarding citizen and tourist engagement, which received the lowest average scores (2.7 and 2.6, respectively). Furthermore, while regions recognize the importance of digital innovation (average 4.2) and the need to refine tourism-related policy instruments to include smart solutions (average 4.1), the perceived effectiveness of digital tools and policies remains moderate, reflecting a gap.

A correlation analysis among the above variables (questions) is presented in the following table.

The correlation matrix (as shown in

Table 3. Correlation analysis.

	Q1	Q2	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q13	Q14	Q15
Q1	1.00	0.50	0.63	0.27	0.34	0.74	0.19	0.41	−0.22	−0.17	−0.34	−0.50	−0.10	−0.31	0.14
Q2	0.50	1.00	0.30	0.10	0.14	0.47	0.61	−0.20	−0.16	0.35	0.27	0.02	−0.47	−0.14	−0.03
Q3	0.63	0.30	1.00	−0.07	0.39	0.81	0.52	0.53	0.36	0.00	−0.67	0.14	−0.26	0.40	0.13
Q4	0.27	0.10	−0.07	1.00	−0.01	0.16	0.29	−0.17	0.20	0.26	−0.12	−0.31	0.27	−0.27	0.23
Q5	0.34	0.14	0.39	−0.01	1.00	0.67	0.33	0.40	0.03	−0.16	0.12	−0.29	−0.02	0.01	−0.40
Q6	0.74	0.47	0.81	0.16	0.67	1.00	0.50	0.35	0.10	−0.07	−0.40	−0.16	−0.41	0.00	−0.12
Q7	0.19	0.61	0.52	0.29	0.33	0.50	1.00	0.08	0.40	0.41	−0.05	0.38	−0.18	0.31	−0.06
Q8	0.41	−0.20	0.53	−0.17	0.40	0.35	0.08	1.00	−0.13	−0.71	−0.44	0.00	0.15	−0.03	−0.35
Q9	−0.22	−0.16	0.36	0.20	0.03	0.10	0.40	−0.13	1.00	0.64	−0.32	0.43	0.06	0.88	0.35
Q10	−0.17	0.35	0.00	0.26	−0.16	−0.07	0.41	−0.71	0.64	1.00	0.22	0.13	0.04	0.53	0.57
Q11	−0.34	0.27	−0.67	−0.12	0.12	−0.40	−0.05	−0.44	−0.32	0.22	1.00	−0.17	0.09	−0.24	−0.29
Q12	−0.50	0.02	0.14	−0.31	−0.29	−0.16	0.38	0.00	0.43	0.13	−0.17	1.00	−0.47	0.60	−0.30
Q13	−0.10	−0.47	−0.26	0.27	−0.02	−0.41	−0.18	0.15	0.06	0.04	0.09	−0.47	1.00	−0.06	0.46
Q14	−0.31	−0.14	0.40	−0.27	0.01	0.00	0.31	−0.03	0.88	0.53	−0.24	0.60	−0.06	1.00	0.23
Q15	0.14	−0.03	0.13	0.23	−0.40	−0.12	−0.06	−0.35	0.35	0.57	−0.29	−0.30	0.46	0.23	1.00

Source: own elaboration of data collected.

) summarizes the relationships among key survey indicators across the nine TAAS regions. Notably, a strong positive correlation (r = 0.81) was found between visitor satisfaction and tourism policies that embrace digitalization, suggesting that supportive policy environments enhance tourist experiences. Similarly, tourism attractiveness shows a strong correlation with both policy digitalization (r = 0.74), reinforcing the importance of technology in destination appeal. On the other hand, several negative correlations raise concerns. For example, tourist engagement in planning is negatively correlated with visitor satisfaction (r = −0.67), indicating that engagement efforts may not be effectively aligned with visitor expectations. Likewise, opportunities for digital innovation correlate negatively with citizen engagement (r = −0.71), suggesting a potential disconnect between innovation-driven strategies and local community involvement.

The main themes of digitalization of tourism according to the qualitative results are presented in the following table. Based on the table (

Table 4. Results of theme analysis.

Themes	Codes	Content (Interviewee’s Words)
Untapped Tourism Potential	Cultural richness, natural beauty, underexploited or overexploited assets, poor infrastructure	Lack of development or promotion (MD), overcrowded destinations and seasonality (GR, FI, NE, FR, SL), poor infrastructure (MD), lack of accessibility (FI)
Fragmented Tourism Offer	Fragmentation, lack of coordination, scattered offerings and unattractiveness	Lack of investment in tourism services (NE, MD), lack of coordination in implementing several digital platforms (MD), some parts are less attractive for tourists—there is a need to present new areas (NE)
Digitalization Deficit	Weak use of apps, missing immersive tech, digital gaps	Lack of digital tools/partial digital integration (GR, MD), lack of promoting digital tools by government authorities (MD), need for regional datahub (NE)
Sustainable Practices	Green transport, partial digital integration	Lack of connection of eco-tourism and digital technologies (MD), high energy costs (SE), increased waste and pollution due to seasonality (GR)

Source: own elaboration of data collected.

), the first column refers to themes identified, the second column presents the codes that generated and the last column describes the content that the interviewees provided.

From this table (Table 4), the needs that arose from the open-ended questions of the questionnaire can be highlighted. In addition to the qualitative and quantitative methodology above, the analysis of the Likert scale questions also provided the following results (

Table 5. Summarized results of Likert scale questions.

Themes	Question	Results
Tourism Attractiveness and Satisfaction	Tourism attractiveness	High
	Visitor satisfaction	Good–Average
Perception of Challenges	Limited promotion	Majority agreed
	Coordination gaps	Majority agreed
	Digitalization issues	Majority agreed
Current use of Digital and Sustainable Practices (5-point rating scale, where 1 = very low and 5 = very high)	Digital tools enhancing on-site experience	2.6/5
	Immersive technologies used to enrich cultural engagement (AR/VR, digital guides)	2.8/5
	Sustainable mobility practices supported by digital tools	2.4/5
	Use of social media and crowdsourcing for real-time engagement and co-creation	2.6/5
	Use of data analytics and spatial data to understand tourist behavior	2.2/5
Use of Incentives (Yes or No)	Use of incentive or reward systems to encourage tourists become ambassadors	No

Source: own elaboration of data collected.

), summarizing the key trends observed across the questionnaire in combination with evaluating the current situation in their area.

5.2. Results Interpretation

This study explored the relationship between digitalization, stakeholder engagement, policy support and sustainability in tourism across nine European regions participating in the TAAS project. The findings, based on a structured stakeholder survey and comparative analysis, reveal several key insights into how digital transformation can support sustainable tourism development while also uncovering important gaps and tensions.

One of the most significant findings is the strong positive correlation between visitor satisfaction and tourism policies that embrace digitalization (r = 0.81). This suggests that when regional policies actively support the adoption and integration of digital tools—such as mobile apps, online platforms and immersive technologies—visitors perceive the destination more positively. Similarly, tourism attractiveness correlates strongly with such digital policy support (r = 0.74), reinforcing the idea that digital readiness contributes to a destination’s appeal and competitiveness.

Stakeholder engagement emerged as another crucial factor. The analysis revealed a very strong correlation between stakeholder involvement in tourism planning and policy support for digital innovation (r = 0.88). This indicates that inclusive, bottom-up planning processes are more likely to yield innovation-friendly policy environments. However, this positive trend does not extend equally to citizens and tourists. In fact, tourist engagement in planning showed a strong negative correlation with visitor satisfaction (r = −0.67), suggesting that involvement without meaningful influence or perceived results may lead to dissatisfaction. Similarly, opportunities for digital innovation negatively correlate with citizen engagement (r = −0.71), pointing to a potential disconnect between technology-driven strategies and participatory sustainability goals achievement.

Interestingly, while digital tools are widely recognized as a means of overcoming tourism sector weaknesses, their effectiveness is closely tied to supportive policy frameworks (r = 0.50). In other words, having digital tools alone is not enough—they must be embedded in governance and strategic planning to be effective.

The results also highlight regional tensions. A noteworthy example is the negative correlation between tourism attractiveness and sustainable policy instruments (r = −0.50). This may reflect overtourism issues in popular destinations where sustainability planning has not kept pace with visitor demand. It underscores the need for a balanced approach that combines competitiveness with responsible growth.

6. Discussion

Sustainability in tourism is a complex issue as sustainability is not only covering environmental protection as its goal. Tourism is being affected by global trends and challenges that affect the sustainability of destinations before, during and after visiting. The use of digital technologies can assist in all stages and, as tourism stakeholders mentioned, digital tools are essentials for helping in promoting the area, discovering unique places that are not overcrowded and other applications. In this paper, authors approached smart solutions as a means of achieving sustainability in the tourism sector, and the structured questionnaire presented along with TAAS cycle communication was geared exactly towards identifying the relation among the two.

Through the cases studies of the areas that are part of the TAAS Interreg Europe project, some digital tools were mentioned that affect different stages of tourism. Cooperation between the regions and stakeholders is essential in order to proceed to a more sustainable destination that exploits digital tools and learns from each other. Better online presence of an area means better digital tools for triggering a potential tourist to visit this place. Digital tools can be leveraged to make a trip easier for tourists by providing digital tourist information, like tourist guides, which reduces the printed material and therefore preserves nature. Another way to use digital tools is to provide better service. It is easier for tourists to find online tourist services in an area, and by providing the ability to purchase tourist services online, overcrowded areas can be monitored and can limit, when necessary, the number of visitors. Digital technologies, like datahubs, can be used to monitor the interests of visitors and analyze the potential that can occur from this data. Local authorities have to promote the adoption of digital technologies from companies and providers of tourist services to make a step forward into the future of tourism. Decision-making should be performed in cooperation with stakeholders, who will invest in developing environmental responsibility that leverages digital technologies to make eco-friendly destinations that focus on sustainability and better service of tourists through new technologies.

The comparative analysis of questionnaire responses across the TAAS areas reveals several shared needs and strategic priorities that could greatly benefit from mutual learning and targeted interventions. One of the most consistently highlighted needs is the enhancement of digital capabilities within the tourism sector as sustainability in tourism destinations and digitalization is a relative new research area [71]. Responses also show a strong emphasis on improving digital transformation to elevate tourism experiences, increase operational efficiency, and respond to evolving visitor expectations. In particular, stakeholders pointed to the necessity of intensifying digital marketing efforts, improving the usability of online booking systems, and leveraging tools such as virtual reality (VR), augmented reality (AR) and mobile applications to deliver immersive, value-added experiences [72,73,74,75,76].

Policy-related responses across the nine regions further indicated a pressing need to modernize and align tourism strategies with current trends in digitalization and sustainability. Stakeholders emphasized the importance of online and offline participatory planning processes and long-term policy continuity [77,78,79]. Many respondents also highlighted gaps in data collection and monitoring mechanisms, underscoring the necessity for robust systems to evaluate visitor satisfaction, assess tourism impacts and inform strategic decision-making [80]. The ability to collect, analyze and act on tourism-related data was recognized as a key driver of better public–private collaboration and more targeted promotional strategies [81].

Finally, the challenge of smartly balancing tourism development with the protection of cultural and natural heritage emerged as a cross-cutting concern following previous findings [82]. Stakeholders acknowledged the value of sustainable tourism practices that minimize environmental impact while enabling the development of essential tourism services and infrastructure. This calls for integrated approaches that ensure that tourism contributes positively to local communities without compromising their environmental or cultural assets.

Given the above, it becomes obvious that digitalization is a necessary component for supporting sustainability in a different way but under the same scope to make destinations more resilient (Pillar 1 of sustainability/social) (e.g., reduce the number of tourists to avoid overcrowding); green (Pillar 2 of sustainability/environmental) (e.g., reduce waste, pollution and the usage of non-renewable resources, preserve natural and cultural heritage); and developed, as it can affect the local economy (Pillar 3 of sustainability/economic). Sustainability and digitalization can improve the local economy by promoting businesses and providing digital purchasing products. In this way, digital transactions can reduce the use of paper money and support the sustainability of businesses.

The results from the questionnaire also show that ‘Tourism 4.0’ is a necessary improvement for all areas; adopting digital technologies with a more anthropocentric view provides a sustainable option for tourists. This is the reason why collecting data that monitor the interests of tourists will provide better understanding on how to assess every need in a more sustainable way. In order to achieve this, local authorities should adopt policies that promote digital technologies and support businesses on following the digital wave. This will improve the local economy, which will be boosted and supported by the new technologies. Better local economy will also positively affect the local society, and the use of the appropriate digital tools will help in natural and cultural preservation and the reduction of waste and pollution. The combination of the above will positively affect the sustainability of an area.

7. Conclusions

This study examined the relationship between digitalization and sustainability in the tourism sector, using stakeholder feedback and a case analysis from nine European regions under the TAAS project. The findings confirm that digital transformation plays a critical role in shaping more sustainable, inclusive and competitive tourism systems. Specifically, regions with stronger digital policy support and stakeholder engagement reported higher levels of visitor satisfaction and perceived tourism attractiveness.

A key conclusion is that smart tourism is not only a matter of adopting new technologies but also of embedding them within inclusive governance, strategic planning and sustainability frameworks. Engagement with stakeholders, particularly tourism operators and local authorities, was positively associated with innovation-friendly policy environments. However, the study also highlights important gaps: citizen and tourist engagement remains weak, and the actual use of immersive technologies, data analytics and smart mobility tools is often underdeveloped relative to their potential.

The results emphasize that digitalization can contribute to all three pillars of sustainability by improving tourist services (economic), reducing environmental impact (environmental) and enhancing inclusivity and planning (social). However, for these benefits to be realized, digital tools must be supported by policies that are both forward-thinking and participatory.

While the study confirms the positive link between digitalization and sustainable tourism, it also underlines the need for further action in areas such as digital capacity building, stakeholder coordination, policy refinement and long-term monitoring. A more systemic and data-informed approach is required to transform isolated digital initiatives into integrated smart tourism ecosystems.

This study has some limitations, mainly related to the coverage of the survey. While it includes responses from nine different European regions involved in the TAAS project, the number of areas is still quite limited. More cities and regions would help provide a broader and more balanced picture of how digitalization supports sustainable tourism. Also, even though 100 individual responses were collected, only one summary questionnaire per area was used in the final analysis. This means some local insights or differences may not be fully captured. Finally, the survey provides a snapshot at a single point in time. A follow-up study in the future could help track how digital tools and sustainability evolve over time.

It is important for future studies to also discuss the negative aspects of digitalization in tourism. Generally, digitalization not only accelerates sustainability but also creates potential negative results. Some negative effects are the increase in unemployment in local communities, the deviation of economy from local entrepreneurs to big data-related companies and others [83]. This aspect of digitalization should also be examined and closely monitored to evaluate its positive effects on the sustainability of regions. As economy is one of the three pillars of sustainability, negative effects of digital technologies on local economy cannot help in the transition of an area into a sustainable one. This can be proved by the negative correlation of the development of tourism industry with the national GDP of Greece for example, from the study “Economic development trends in the EU tourism industry. Towards the digitalization process and sustainability” [84]. In addition, a new emerging term of “digitainability” is being used in research to describe the connection between digitalization and sustainability. This term has been used to evaluate sustainable development with digital technologies but mainly to address digital technologies that are affecting negatively the environment and quality of life [85,86].

While digitalization can accelerate the transformation of an area and help in improving sustainability, the evaluation of negative effects of digital technologies is also of high importance. Further evaluation of digitalization with future studies will be crucial for the sustainable development of tourist areas.