Representatives from major European destinations – including Paris, Vienna, Turin, Dublin, Seville, and Benidorm — presented their evolving strategies to address changing traveler expectations, the importance of authenticity, and the growing role of digital intelligence in tourism management.
Rethinking destination branding and digital tools
Nicolas Baudy, Digital & Technologies Director at Parisjetaime, emphasized that the Paris brand must balance its global appeal with new priorities. “We have to invest in tools and content,” he said. “Paris will always be iconic, but we are exploring other dimensions such as sustainability, acknowledging the gap between digital strategies and real-world experiences.”
Similarly, Catharina Riess, Director of Media House at the Vienna Tourism Office, noted that authenticity remains central to Vienna’s brand identity. “Our strategy is focused on clear pillars – ecology, culture, music, and art. Branding is a strategic compass that guides how we communicate with both visitors and residents,” she explained.
From Dublin, Nollaig Fahy, Tourism Innovation Manager at Dublin City Council Culture Company, discussed the integration of smart technologies in urban tourism. “It’s not just about technology,” he said. “We use sensors to monitor visitor flows and create activities beyond the city center to balance tourism and benefit local communities.”
Turin’s Executive Manager at Turismo Torino e Provincia, Marcella Gaspardone, echoed this sentiment, adding that “a destination is smart not only technologically, but also culturally and socially. Tourism constantly evolves, and we must adapt accordingly.”
Adapting to economic pressures and visitor behavior
Beyond digitalization, price pressures and changing travel patterns were also central topics. Daniel Santana, Product Manager at Sevilla City Office, observed that Seville is becoming a premium hotel market but remains committed to inclusivity through cultural and rural tourism initiatives, including Turespaña’s “Think You Know Spain? Think Again” campaign, which promotes inland and sustainable travel.
Meanwhile, Leire Bilbao, Managing Director at VisitBenidorm, highlighted the importance of understanding spending behavior through data analysis. “Price increases affect everyone,” she said, “but we track real-time credit card and transaction data, which shows stable demand and growing international diversity among visitors.”
Korean perspectives: experiential travel meets digital innovation
As Destination Partner of TIS 2025, South Korea’s delegation shared insights into the country’s digital leadership and evolving travel culture. The mayor of Yongin, Sang-il Lee, underscored the value of European experiential tourism, describing it as a model that allows travelers to “discover, enjoy, and immerse themselves in local culture without rushing.”
He added that Europe could, in turn, learn from Korea’s digital readiness, especially among younger travelers who “research thoroughly before traveling and use technology to enhance every stage of the journey.” According to Lee, the integration of technology into travel behavior “illustrates how digitalization can support more connected and meaningful tourism experiences.”
A shared vision for the future
The exchange between European and Korean tourism leaders at TIS 2025 reflected a mutual commitment to humanizing tourism through innovation, sustainability, and digital collaboration. As destinations worldwide face increasing complexity, these insights reaffirm that the next chapter of tourism will be defined not only by technology but also by empathy, creativity, and connection.
Tags: Tourism Innovation Summit (TIS) 2025 Seville, South Korea
