The NECSTouR Tourism of Tomorrow Lab (ToT Lab) Premium Members convened in Madrid during FITUR to present and approve the 2025 Work Programme. This gathering marked a pivotal moment in aligning the ToT Lab’s initiatives with the NECSTouR 2030 Pathway, a collective vision for driving sustainable tourism over the next decade.

In 2025, the ToT Lab will focus on equipping NECSTouR members with the tools to systematically measure tourism’s economic, environmental, and sociocultural impact. By implementing a unified set of indicators, regional tourism leaders will gain deeper insights, enabling them to make informed, data-driven decisions that enhance both sustainability and competitiveness.

The 2025 Work Programme will focus on three transformative Integrated Projects:

• Development of a platform to standardise sustainable indicators across European regions.
• Integration of AI technology in the tourism sector.
• Creation of the ToT Lab Academy for advanced training and capacity building.

Building on the success of 2024, the ToT Lab will continue to develop the talent map with the support of Premium Members. In addition, the highly regarded ToT Lab 2 ToT Lab webinar series will return, providing a platform for members such as the Catalan Tourist Board, Lapland University of Applied Sciences, and Visit Flanders to share their initiatives and best practices.

Beyond its core projects, the ToT Lab will also play a key role in delivering two major European projects:

• D3HUB
• DEPLOYTOUR

Both projects will involve active participation from ToT Lab Premium Members as well as NECSTouR members, further positioning the ToT Lab and NECSTouR as the leading European institution in tourism data analysis.

With this ambitious roadmap, the NECSTouR Tourism of Tomorrow Lab reaffirms its commitment to fostering innovation, collaboration, and technological integration. By equipping destinations with cutting-edge tools and insights, the ToT Lab is paving the way for a smarter, more resilient, and sustainable tourism sector.