In January 2023, Barbara Neuhofer took the stage in Johannesburg, South Africa, to deliver a keynote at the ENTER eTourism Conference, the annual gathering of the IFITT eTourism global community.
Speaking to an audience of researchers, industry leaders, and innovators from around the world, she shared her vision for “Never-Ending Tourism: A Transformation Towards Digital, Green, and Resilient Tourism in 2030.”
Her talk explored a central question: How might we use digital technology to make a positive contribution to humanity and Planet Earth? From technology-enhanced experiences and smart tourism ecosystems to the possibilities of the metaverse, Barbara examined the role of innovation in creating meaningful, sustainable, and regenerative tourism futures.
The keynote culminated in the Never-Ending Tourism concept — a vision where experiences do not end when the trip is over but continue to inspire, connect, and transform people long after their return home. By harnessing digital tools in ways that serve both people and the planet, tourism can evolve into a force for good in the decade ahead.
Never-ending tourism is defined as follows by the Digital Innovation in Tourism in Tourism Observatory of Politecnico di Milano (2022):
An extension of the travel experience in time and space, made possible by digital solutions. It enables the opportunity for tourism companies to arrange products and processes designed to propose an experience that is not limited to the time of the visit in destination but is, in fact, neverending.
As we look towards 2030, the challenge — and opportunity — lies in designing tourism experiences that are not only digital and innovative, but also deeply green, resilient, and transformative. The future of tourism will belong to those who create journeys that enrich lives, regenerate destinations, and leave a positive legacy for generations to come.
