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Over the past few years, the tourism sector has been leading the way in the digital transformation, which goes far beyond integrating technological tools and solutions in its business processes. It’s a complete overhaul of business models based on a profound shift in tourists’ needs and expectations.

In this context, digital competencies have become a skill professionals working in the sector must incorporate into their curriculums and keep them continually updated to adapt to this new reality we are we find ourselves immersed in. According to a Survey on Digital Competencies in the Spanish Company, the majority of directors and boards of management in Spanish companies are in need of training in digital business. In concrete terms, over 81% of the respondents said they don’t receive training in this area, but they would like to learn more and be able to handle themselves correctly in this digital environment. More than half the companies working in the tourism sector (53%) acknowledge the fact that they have a low Digital Competence Index (DCI). In fact, the sector fails abysmally with a score of 12.7 out of 100. In addition to investing in training, companies in the tourism industry must also make an effort to integrate digital mediums in products and services in the area. According to the study, the vast majority of digital companies (91%) have a website, but only 33% have a corporate blog.

However, all is not lost, in continuing with the ESIC Business & Marketing School’s analysis; tourism will be the industry that spends more in new technology and digitalisation in the more immediate future. 72% of companies in the tourism sector say they will invest in training and digital projects in the next two years.

The challenge will be to focus on tourists’ experiences. New technologies and digital environments provide us with more detailed information about travellers’ needs and concerns during their stay. So, the objective now will is to satisfy all these demands and take tourism to the next level.