Against the backdrop of digitalisation, answers are needed; above all to the question which information guests need at which points of their journey and where they can obtain the information that is relevant to them. The providers of large platforms have long since provided guests with all the information and a wide range of services they can use on their trips and during their leisure activities. In many cases, the information that comes from the destination itself remains unused because it is not machine-readable and not available in a structured, open form. But this is precisely where the opportunities lie to make North Rhine-Westphalia and its regions more visible under their own conditions.
It is therefore important to process data in such a way that it is machine-readable and can be played out on all conceivable output devices, from smartphones to smart speakers, in a target group-oriented and personalised manner in the respective travel contexts. The prerequisite for this is consistent data standards and also the opening up under licensing law. A continuous content flow between all system levels of tourism and its service providers as well as quality data are indispensable for meeting the needs of new generations of guests – and at the same time breeding ground for innovative ideas, which in the end also benefit the guests.
Technically, therefore, a state-wide data hub is to be created for NRW tourism, which will enable the exchange and networking of data within NRW (but also beyond).