World Tourism Day is approaching, and its 2026 theme goes straight to the point: “Digital Agenda and Artificial Intelligence to Redesign Tourism” — which raises a timely question: how is technology changing tourism, and who benefits from that change?
AI already shapes how travellers discover destinations and plan trips. In his message for the day, the UN Secretary-General warns that, left unchecked, these technologies can keep directing visitors towards the same places and platforms, while other destinations risk being left behind.
Meanwhile, demand keeps growing. According to the European Travel Commission, arrivals to Europe rose 3.2% in 2025, while traveller spending rose an estimated 9.7% — growing in value faster than in volume.
This is where SustainTour comes in — developing the Sustainable Tourism Advisor, a new professional profile built around three competence areas:
- Digital — smarter tourism services and data-informed decisions
- Green — reducing environmental impact and embedding sustainability into business practice
- Social & Responsible — strengthening inclusion and creating value for local communities
Through 15 blended-learning modules in English and Albanian, SustainTour is equipping VET providers in Albania and Kosovo to prepare the professionals this transition requires.
Technology will help redesign tourism. Skills will determine what that redesign delivers.
