In a partnership announced today at ITB Berlin,  Google will support UNWTO members in addressing the new digital trends and transformation challenges faced by tourism. It will address the digital skills needed by the sector to fully harness its development potential and contribution to sustainability.

These skills are crucial for competitiveness in tourism, a sector characterised by technological change and the generation of new business models.

“Advance tourism as a vehicle for sustainable development”

UNWTO secretary-general Zurab Pololikashvili said: “This agreement with Google coincides with UNWTO’s special focus on education, skills development and jobs, the connecting thread of all our actions this year.

“Google is an affiliate member of UNWTO and this partnership proves the importance of public-private collaboration to advance tourism as a vehicle for sustainable development.”

“Concrete business results following our training”

Lutz Behrendt, travel industry leader from Google, added: “More than half of tourism revenue in the EU is now researched or booked online. By equipping tourism ministries with the skills, tools and programmes they need to market and protect themselves online, we hope it will increase opportunities for jobs and revenue across the industry.

“Following a similar tourism programme we ran in Greece, 68% of participating businesses confirmed they saw concrete business results following our training, such as more visitors to their website or physical business.”

More detail on the training and partnership will be announced in due course.


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