Google, UNWTO partner to provide data and training to aid destinations in recovery

Google and the United National World Tourism Organization will work together on a multi-pronged strategy intended to help the global travel and tourism industry recover.

The new agreement builds on pilot programs launched in the Middle East and Africa starting last September. 

Now the two organizations will host trainings for destination management organizations around the globe using a new Capacity Building Curriculum that has been developed by Google to help destinations use digital tools and data for recovery. It was first used in April for a two-day training event for representatives from 20 African National Tourism Organizations. 

The curriculum is delivered by experts from Google’s travel and advertising businesses and is tailored for the regions where it is offered, with sessions on data collection and analysis, digital marketing and storytelling.

The new agreement will also bring an expansion to the Tourism Accelerator Program designed by Google in partnership with UNWTO to help destination leaders use data and market intelligence.

The two organizations first hosted an online accelerator event in September 2020 focused on insights from South Africa, Kenya and Nigeria. In December a similar online accelerator provided details for tourism leaders in the United Arab Emirates, Saudi Arabia and Egypt. Now a third accelerator will take place June 8 focused on Croatia, Greece, Portugal and Italy. 

As part of the partnership Google will also provide ongoing support for several UNWTO initiatives such as startup competitions that promote innovation across travel and tourism. Google’s Travel Insights data also powers part of the UNWTO's tourism recovery tracker. The two organizations also plan to collaborate on research projects related to tourism.

“We’re honored to be working alongside UNWTO in this vital effort to support the global travel sector on its path toward broader economic recovery. It’s critical that both policymakers and businesses have the tools and insights they need to reconnect with travelers in a digital environment,” says Gianni Marostica, Google’s managing director for travel partnerships.

Says UNWTO Secretary-General Zurab Pololikashvili: “The strong partnership between UNWTO and Google will help put innovation and digital at the center of tourism’s recovery. By working together, UNWTO and Google will empower destinations, businesses and tourism workers to realize the power of data and market intelligence, both increasingly important as global tourism looks to restart and recover.”