Across Europe, tourism generates extraordinary amounts of information—figures on arrivals, mobility, spconcludeing patterns, visitor flows, environmental pressures, and even shifts in traveller behaviour shaped by global media trconcludes. But having data and applying it effectively are two different things, and this year’s European Tourism Day built that distinction sharper than ever. Stakeholders agreed that Europe has reached a turning point: the era of collecting data for reporting’s sake is concludeing, and the era of turning data into meaningful policy action has begun.
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