TourMIS Workshop & International Seminar: Insights for a More Inclusive Tourism Strategy

The recent TourMIS Workshop & International Seminar, held at Modul University in Vienna (11–12 September 2025), opened with a focused exploration of the tools shaping contemporary tourism management. This influential event, organized in partnership with the City Destinations Alliance and the European Travel Commission, gathered industry leaders, academics, and DMO executives to explore this year’s critical theme: the "Positive Social Impacts of Tourism."

Sessions highlighted the capabilities of the TourMIS platform as a central hub for international tourism data and analytics. Participants also examined the growing role of artificial intelligence, with practical examples involving tools such as ChatGPT and Mentimeter, and shared best practices in the dynamic collection and curation of information on city attractions.

Key Insights from European Tourism Leaders

The seminar featured thought-provoking contributions from leading figures across the continent, offering fresh perspectives on destination management.

1. Balancing Tourism Flows – Lessons from the Netherlands

Thijs De Groot, Project Manager at the Netherlands Board of Tourism, addressed the complexities of both over- and under-tourism. Emphasising that there is no one-size-fits-all solution, he outlined an adaptive approach driven by granular data (from airports, partners, and community surveys) and active engagement with local residents. Social media trends, he noted, increasingly influence visitor flows and must be integrated into destination planning.

2. Measuring Well-being – The ‘Magic Cities’ Model in Germany

Julian Reif, Deputy Director at the German Institute for Tourism Research, presented the work done on a consortium of nine cities, Magic Cities Germany, using daily surveys (80% digital, 20% in-person) to capture real-time data from both visitors and locals. While tourists are asked about satisfaction with amenities and cultural life, local residents are surveyed on comfort, well-being, and mental health, offering a fuller picture of tourism’s societal impact.

3. Tourism as a Social Right – The VISITFLANDERS Approach

In a particularly compelling session, Vincent Nijs, Chief Strategist at VISITFLANDERS, presented tourism as a public good, tied to health, inclusion, and personal development. Their "Everyone Deserves a Holiday" motto, reflects an initiative delivered in partnership with the state, supports travel for individuals unable to afford it, making a clear ethical distinction: "Not wanting a holiday is a choice; not being able to go is exclusion." The programme exemplifies how a destination can serve both international visitors and its own citizens.

Reflections for Athens
The seminar concluded with two fundamental questions—both timely and relevant for Athens:

• What can locals do for tourism?
• And more importantly, what can tourism do for locals?

As we continue shaping a tourism strategy for Athens, these insights provide valuable guidance for a model that is not only economically sustainable, but also socially inclusive and locally enriching.

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