The Europe Smart Tourism Market would witness market growth of 14.7% CAGR during the forecast period (2025-2032).
The Germany market dominated the Europe Smart Tourism Market by Country in 2024, and would continue to be a dominant market till 2032; thereby, achieving a market value of $112.3 million by 2032. The UK market is exhibiting a CAGR of 13.7% during (2025 - 2032). Additionally, The France market would experience a CAGR of 15.6% during (2025 - 2032).
Big data and AI enable service providers to tailor travel experiences to individual preferences. From recommending restaurants and events based on past behaviours to customizing tour itineraries using machine learning algorithms, this tourism ensures a highly personalized journey. Platforms like Google Travel or TripIt use real-time data and user preferences to craft smart suggestions.
Hotels and resorts are increasingly becoming “smart” by deploying keyless entry systems, in-room voice assistants, mobile check-in/out services, and energy-efficient IoT-based lighting and climate control systems. These technologies enhance comfort, improve operational efficiency, and contribute to sustainability goals. Smart transportation systems significantly improve tourist mobility, including integrated ticketing platforms, real-time public transit updates, e-bike sharing, and autonomous vehicles.
The market in Europe, particularly in the United Kingdom, is experiencing a significant upsurge driven by evolving travel preferences, high tourist engagement, and widespread digital adoption. As travel behaviours shift toward more active, personalized, and tech-integrated experiences, the European tourism industry increasingly leverages smart technologies such as data analytics, AI, and mobile applications to enhance service delivery and visitor satisfaction. The growing popularity of adventure travel, short domestic trips, and international tourism in key markets like the UK and Spain creates fertile ground for expanding smart tourism services, offering seamless, immersive, and interactive experiences. The UK stands out as a major contributor to this tourism wave in Europe, being recognized by the World Tourism Organization as the largest hub for adventure tourism in the region, accounting for 19% of the global adventure travel industry. A recent Visit Britain survey reveals that 40% of British tourists favour sports and active holidays, highlighting a clear trend toward experience-rich travel. In conclusion, Europe’s dynamic travel patterns and the UK’s leadership in adventure tourism are catalyzing the market's growth.
Free Valuable Insights: The Global Smart Tourism Market will Hit USD 1.90 Billion by 2032, at a CAGR of 15.1%
Based on End-user, the market is segmented into Business/Corporate, and Individual/Family/Group. Based on Solution, the market is segmented into Smart Ticketing, Smart Engagement, Smart Parking, Smart Guide, Smart City Bots, and Other Solution. Based on countries, the market is segmented into Germany, UK, France, Russia, Spain, Italy, and Rest of Europe.
By End-user
By Solution
By Country
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