Webinar Overview

On 17 March 2026, the “Innovate, Scale, Compete” webinar took place, organized by the Digital T4T subgroup of the European Commission. The Digital subgroup is part of the “Together for EU Tourism” (T4T) expert group, which works under the EU’s Transition Pathways for Tourism to support sustainable and digital transitions. The event brought together startups, scale-ups, SMEs, investors, and policymakers to discuss the evolution of travel technology and the impact of artificial intelligence. Additionally, the webinar explored opportunities and challenges in digital tourism, helping participants understand the market context. At the same time, collaboration strategies among stakeholders were highlighted, showing how innovation and growth can be accelerated.

Main Topics and Takeaways

• The transition from start-up to scale-up was discussed, while successful European company examples were presented.
• Opportunities and challenges in digital tourism were analyzed, helping participants understand market needs clearly.
• The role of innovation hubs, incubators, and policy bodies was emphasized, as they support growth and strengthen competitiveness.
• Also, how the EU and member states can boost innovation and competitiveness while encouraging collaboration was explored.

Travel2Fit Participation

Travel2Fit presented in Session 1: “From Start-up to Scale-up”, sharing experiences from the last five years. The company started with a request management platform for hotels and travel advisors, later evolving into data-driven travel intelligence and R&I collaborations. The presentation highlighted how innovation, technology, and partnerships create value for communities and tourism businesses alike. Additionally, best practice examples were shared to inspire participants for their own digital initiatives.

The webinar offered valuable knowledge and experience exchange, emphasizing the importance of collaboration among startups, policymakers, and innovation ecosystems.
Participants gained practical insights into digital tourism solutions, boosting business growth and competitiveness across Europe. Moreover, it was highlighted how technological solutions can support communities, improve services, and generate new development opportunities.

More About Travel2Fit

Learn more about Travel2Fit’s solutions and projects in our blog and discover how the company contributes to innovative digital tools for tourism.
Additionally, see examples of collaborations and projects that enhance innovation and sustainable growth in the tourism sector.