The UNWTO has announced the introduction of the Digital Futures Programme, which aims to help tourist businesses adopt new technology faster.

The project, which was developed in partnership with some of the world's largest technology, banking, and business giants such as Mastercard, is aimed at SMEs, which account for 80 percent of all tourism operations. Throughout the Programme, UNWTO hopes to reach at least 1 million tourist SMEs, equipping them with the fundamental skills and knowledge required to harness the power of new and emerging technologies.

"Small enterprises are the backbone of tourism," says UNWTO Secretary-General Zurab Pololikashvili. The Digital Futures Programme will assist them in recovering from the pandemic's effects while also propelling the sector ahead through innovation and new technology.

"The Programme is founded on a Digital Readiness Diagnostic Tool that evaluates SMEs across five important digital dimensions – Connectivity, Business Growth, E-Commerce, Big Data and Analytics, and Payments and Security – to equip SMEs with targeted guidance and resources." Around 200 people attended the launch event, which took place at the IE Tower in Madrid, including UNWTO Ambassadors to Spain, investment and marketing agencies, and SMEs themselves.