On 24–25 March, the Andalucía Tourism Board hosted the NECSTouR Tourism of Tomorrow Lab (ToT Lab) Data Summit 2026 in Málaga. The event brought together international experts, institutions, and destinations committed to building a shared framework that enables organisations to compare performance, strengthen strategies, and base policies and marketing plans on robust tourism data.

For more than six years, the NECSTouR ToT Lab has been supporting destinations on their journey toward data‑driven management, leading the NECSTouR Data Pathway and offering hands‑on guidance tailored to regional needs. This expertise has been built thanks to the continued commitment of our front‑runner regions: Andalucía, Catalonia, Flanders, Lapland, Galicia, Madrid, West Flanders, Lanzarote, Emilia Romagna, Ibiza, Visit Skåne, and Friesland. Their collaboration has shaped the methods, practices, and content showcased throughout this Data Summit.

Day one focused on one of the sector’s most persistent challenges: defining and harmonising indicators for sustainable tourism. Representatives from UN Tourism, DG MOVE, Eurostat, the European Commission Joint Research Centre, and the Spanish Statistical Office (INE) shared the latest developments in tourism statistics and measurement methodologies, contributing to the creation of a shared evidence base for informed decision‑making.

Through roundtables and technical exchanges, participants examined the social, economic, and environmental indicators of the NECSTouR Data Pathway. The collective ambition was clear: to build comparable, reliable measurement systems across destinations to better assess tourism impacts and support sustainable development.

Day two turned the spotlight to artificial intelligence. Andalucía presented its flagship innovation strategy, Andalucía Nexus, demonstrating how destinations can integrate AI into daily operations to boost competitiveness and sustainability. Discussions highlighted practical applications of indicators—from identifying responsible visitor profiles to optimising marketing strategies and improving strategic planning. Participants also explored emerging technological initiatives showing how innovation can empower destinations to address evolving challenges more effectively.

Across both days, it became evident that the future of tourism lies at the intersection of data, technology, and sustainability. NECSTouR and our members remain committed to leading this transition and inspiring regions across Europe as we work together to achieve the objectives of our Data Pathway.