# Second Report on Digitalization of Tourism SMEs in Spain

**Publisher:** SEGITTUR / Secretaría de Estado de Turismo  
**Published:** 2024-11-01  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.segittur.es/sala-de-prensa/newsletters/noviembre-2024/  
**Canonical:** https://tourismintel.ai/reports/segundo-informe-de-digitalizacion-de-las-pymes-turisticas-en-espana

## At a glance
- Spanish tourism SMEs reached 47.6% digitalization level, up 16.4 percentage points from 31.2% in the first report.
- Marketing and sales, alongside talent management, remain the areas with strongest digital adoption among tourism micro and small enterprises.
- SEGITTUR presented findings via State Secretary for Tourism, highlighting sector-wide collaboration in data collection.
- Report signals broader integration of artificial intelligence across tourism operations and management processes.

## What the report covers
The second report on digitalization of Spanish tourism SMEs, conducted by the State Secretariat for Tourism through SEGITTUR in collaboration with tourism industry stakeholders, measures digital transformation progress among micro and small enterprises. It tracks the evolution of digitalization across subsectors and identifies priority areas for continued technology adoption, comparing results against the baseline 31.2% figure from the first edition published previously.

## Key findings
Digitalization levels among Spanish tourism micro and small enterprises increased significantly to 47.6%, representing a 16.4 percentage point rise from the previous report's 31.2%. This substantial improvement demonstrates accelerating adoption of digital tools across the sector, suggesting growing recognition of technology's role in enhancing competitiveness and meeting consumer expectations.

Marketing and sales functions, together with talent management areas, show the most advanced digital transformation. According to the report, these subsectors lead adoption, indicating that tourism SMEs prioritize customer-facing digital capabilities and workforce management technologies as competitive differentiators.

The report emphasizes artificial intelligence as an emerging trend in tourism. The publication aligns with SEGITTUR's concurrent launch of 'The IA for Tourism Awards 2025', suggesting that AI implementation is becoming integral to tourism business operations and travel management systems.

Multiple tourism subsectors participated actively in the report's elaboration, providing diverse perspectives across accommodation, food and beverage, attractions, and related services. This collaborative approach strengthens the report's representativeness and reflects broad consensus on digitalization priorities within the Spanish tourism ecosystem.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Digitalization level of Spanish tourism SMEs | 47.6% | Observed in second report, 2024 |
| Increase in digitalization level since first report | 16.4 percentage points | From 31.2% (first report) to 47.6% (second report) |
| Digitalization level in first report | 31.2% | Baseline measurement from previous edition |
| DTI pilot implementation destinations in Peru | 3 destinations | Arequipa, Cuzco, and Amazonas; project duration 3 years |

## Why it matters
**DMOs & destinations** — The 47.6% digitalization benchmark establishes a performance reference for destination competitiveness. DMOs can identify capability gaps against this sectoral baseline, prioritize infrastructure investments in marketing and talent systems, and align strategy with the AI integration trend reshaping tourism operations and visitor experiences.

**Hotels & hospitality** — A 16.4 percentage point increase signals market momentum toward digital adoption. Hotels can leverage this data to justify technology investments, benchmark against peers, and focus budgets on marketing-sales and talent-management systems where competitors demonstrate strongest traction. AI capabilities increasingly differentiate service quality.

**Travel tech & distribution** — Rising digitalization (47.6%) and explicit AI focus create expanding addressable markets for SaaS solutions targeting tourism SMEs. The report identifies priority functional areas—marketing, sales, talent management—and validates AI as strategic priority, guiding product development and go-to-market strategies for B2B tourism technology vendors.

## Methodology and limits
The report represents the second measurement wave of Spanish tourism SME digitalization, conducted by the State Secretariat for Tourism via SEGITTUR with active participation from multiple tourism subsectors. The source text does not disclose sample size, sampling methodology, survey instrument design, or statistical confidence intervals. The brief is based on publicly available summary information from SEGITTUR's November 2024 newsletter; the full report methodology is not detailed in accessible extracts.

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© SEGITTUR / Secretaría de Estado de Turismo for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.segittur.es/sala-de-prensa/newsletters/noviembre-2024/