The use of big data is becoming increasingly important across the tourism sector and the value chain. With this publication, UNWTO intends to provide a baseline research on using big data by tourism and culture stakeholders, in order to improve the competitiveness of cultural tourism and reinforce its sustainability. The study sets the basis to connect tourism, culture and new technologies for mutual benefits, while calling for a reflection on the ethical implications for policymakers, businesses and end-users. The selection of case studies illustrates the most frequent case-scenarios of the use of big data in cultural tourism within destinations, compiled during the research. As the new technologies are facing ever-evolving scenarios, their use will be harnessed by the tourism sector in its endeavour to innovate and provide new cultural experiences.
