Madrid- The World Tourism Organization (UNWTO) has strengthened its partnership with Telefónica, the Spanish multinational telecommunications company. As tourism restarts around the world, Telefonica deepens its collaboration with the United Nations specialized agency to advance market intelligence in order to accelerate the sector’s recovery from the impact of COVID-19.
As it guides the sector through the challenge posed by the pandemic, UNWTO has prioritized innovation as a key means of growing tourism back stronger and better. Additionally, with the global community now left with less than 10 years to achieve the Sustainable Development Goals (“The Decade of Action”), UNWTO is also driving tourism’s movement towards sustainability. This collaboration with Telefónica, which builds on an existing partnership, is designed to use digital transformation to support sustainable recovery and future growth.
Data to help destinations
UNWTO and Telefónica will work together to promote the effective use of Big Data and Artificial Intelligence across the tourism sector. This will help destinations better understand tourist behavior, allowing them to market their products more effectively. Management of data will also help destinations better manage tourist flows within the context of the new health and safety protocols being rolled out in response to COVID-19.