398 COMPETITION LAW IN TOURISM computing, blockchain, the Internet of Things and Artificial Intelligence, among other technological advances, can become a tourist destination in “smart”, so as to increase the quality of tourist services provided to visitors and the quality of life of the residents. However, the development of these technologies in the tourism sector, as in others, must face important tasks related to respect for the privacy of citizens, social inclusion or the right not to be connected to the collaborative economy, to give some examples. 1. INTRODUCTION This paper aims to highlight the importance of implementing a tourism model based on ICT, in order to move towards a more sustainable model of tourism3, focused on increasing not only the demand but also the quality of tourism, the services provided and, therefore, the sector’s profitability, without the destinations being subjected to excessive environmental or social stress. It should not be forgotten that tourism is an economic sector that is particularly well-paid for the development of ICT and the digital economy. In fact, the adoption of the Internet and the growth of electronic commerce have been faster in the tourism sector4. Thus, 2.0 technologies, social networks and the use of mobile devices have had a meaningful impact on tourism in recent years. But we should not stay there; if we want to maintain the levels of tourism competitiveness we must satisfy the requirements of new users of tourist services, much more informed and demanding, that is, what has come to be called the digital traveller (or tourist). In this sense, the transformation of the tourism model – the conversion of tourist destinations into the so-called “smart destinations” – should not be based exclusively on the use of advanced technologies that allow greater connectivity between companies and users. The transformation should be more profound – more cultural even –, also involving other agents, such as residents in those destinations or competent public administrations. Only then, with the 3 FULLANA, P., & AYUSO, S., Turismo sostenible, Ed. Rubes, Barcelona, 2002, p. 30, “the development of sustainable tourism that meets the needs of tourists and host regions present while protecting and improving future opportunities. It is focused on the management of all resources in a way that satisfies all economic, social and aesthetic needs while respecting cultural integrity, essential ecological processes, biological diversity and support systems for life”. 4 SEGITTUR, Smart Destination, 2015, p. 19.
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