Sweden introduces global tourism data repository
Sweden Launches Pioneering National Tourism API
Sweden has made a significant stride in the digital tourism landscape with the launch of the world's first national tourism API. The platform, consolidating data from all 21 regions into a single open platform, is set to revolutionise the way tourism data is managed and distributed.
The new system, developed through a collaborative approach involving Sweden's regional tourism organisations, municipalities, industry bodies, and individual tourism companies, addresses a longstanding challenge in tourism technology - fragmented data across multiple regional and local systems. By centralising information while allowing data contributors to retain ownership, the platform promises to level the digital playing field in tourism marketing.
Sara Modig, state secretary to Sweden's minister for energy and business, expressed her excitement, stating that the system strengthens Sweden's international appeal and makes it easier for travellers to explore unique destinations. Major Swedish hospitality companies participating include Scandic Hotels, Best Western Hotels & Resort, Strawberry, Svenska Turistföreningen, and Göta Kanal.
The platform enables real-time data integration with external sources such as weather information and public transport schedules, providing users with up-to-date and accurate information. It allows anyone to access, reuse, and integrate Swedish tourism data into digital services without licensing fees.
Nils Persson, chief marketing officer at Visit Sweden, stated that the tourism API aligns with Sweden's national data strategy and positions Sweden as a competitive, digitally visible destination. The API by Visit Sweden represents a pioneering approach to national tourism marketing, using the global data standard schema.org.
The open architecture of the platform allows it to accommodate future technological developments without requiring complete system overhauls. With around 14,000 destinations, accommodations, events, and experiences freely accessible to developers and businesses worldwide, the system's launch could influence how other countries structure their digital tourism strategies.
Jonas Siljhammar, chief executive of Visita, Sweden's hospitality industry association, expressed encouragement at the dedicated API guaranteeing effective, long-term digital visibility. Susanne Andersson, chief executive of Visit Sweden, emphasised the collaboration with regions and industry stakeholders in building the platform.
The platform's openness and scalability could transform how destinations compete for international visitors. Small local tour operators can access the same distribution channels as major hotel chains, potentially levelling the digital playing field in tourism marketing. The approach suggests a shift towards treating tourism data as national infrastructure rather than marketing material.
As travel planning increasingly relies on automated systems and artificial intelligence, the system's launch could mark a significant shift in the digital tourism landscape. The system's impact on other countries' digital tourism strategies remains to be seen, but it is clear that Sweden has taken a leading role in this evolving field. No specific information was found indicating which tourism companies in Germany have already joined the national tourism API.
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