From Data to Insights: Join the D3HUB Final Event in Palma de Mallorca

21.09.2026Sparks

How can tourism destinations move beyond collecting data and start turning it into knowledge that supports better decisions?

On 24 September 2026, the D3HUB Final Event will bring together tourism destinations, European institutions, researchers and technology experts in Palma de Mallorca and online to explore this question and share the key results of the Tourism of Tomorrow Data-Driven Destinations H

ub.

D3HUB was established to support tourism destinations in strengthening their data management capacities and advancing their green and digital transition. Throughout the project, partners and destinations across Europe have worked together to develop and test practical approaches for making tourism data more accessible, understandable and useful for destination management.

Making tourism data useful

The final event will showcase the main outcomes of this work – from capacity building and destination support to indicators, dashboards and new approaches for turning data into actionable insights. Arctur and Tourism 4.0 will contribute to the discussion on how artificial intelligence can support this transition. As part of the session dedicated to the Outcomes of D3HUB, Urška Starc Peceny - Chief Innovation Officer, Lead Tourism 4.0 initiative at Arctur, will present “Supporting smarter interpretation through AI”, highlighting how artificial intelligence can help make complex tourism data easier to explore and interpret.

The growing availability of tourism data presents destinations with both an opportunity and a challenge. Information may already exist across multiple sources, systems and organisations, but finding relevant data, understanding it and translating it into useful insights for everyday decision-making remains difficult.

AI can provide an additional layer between complex datasets and the people who need to use them – helping users explore information more intuitively, identify relevant patterns and access insights through more natural forms of interaction.

From data discovery to data insights

This challenge will also be at the heart of the round table “From data discovery to data insights”, moderated Urška Starc Peceny.

Representatives from Ljubljana, Dubrovnik and Ibiza will join the discussion to share destination perspectives on the journey from discovering available data to using it effectively.

The discussion will address a fundamental challenge for data-driven destination management: having more data does not automatically lead to better decisions. Data needs to be accessible, connected, understandable and placed in the right context before it can create real value.

What comes next for data-driven tourism?

Beyond presenting project results, the D3HUB Final Event will also look ahead.

Pilot destinations will share their experiences, European tourism initiatives will explore opportunities for collaboration, and partners will discuss how the work initiated within D3HUB can continue and scale beyond the project.

For the Tourism 4.0 community, this is particularly relevant. The next generation of destination management will increasingly depend on the ability to combine high-quality data, digital technologies, AI and human expertise – turning fragmented information into knowledge that destinations can actually use.

The D3HUB Final Event offers an opportunity to see how this transition is already taking shape across Europe and to join the conversation about what comes next.

Join us on 24 September 2026 in Palma de Mallorca or online and discover the tools, experiences and ideas shaping the future of data-driven tourism.