АНАЛИЗА ДИГИТАЛНОГ СТУБА ТУРИСТИЧКОГ ЕКОСИСТЕМА ИЗАБРАНИХ ЗЕМАЉА ЕВРОПЕ

Abstract

The study examined key indicators of the digital pillar in Western and Central European countries in 2023. The indicators include the level of e-commerce sales, the use of social media by tourism businesses, participation in digital skills training, demand for ICT professionals, and internet connection speeds in tourist destinations. Data were collected from relevant official sources, including the European Commission and national statistical institutes. The results of the analysis show significant differences in the level of digitalization among the observed countries. Belgium stands out with the highest share of e-commerce sales (38.9%), while Germany leads in the number of businesses actively using social media (51.7%). Poland allocates the most resources for employee training in digital skills (22.6%), and Lithuania boasts the most advanced internet infrastructure in tourist zones (78.53%). The data suggest that digital transformation in European tourism is underway, but with notable differences between countries.