The advance of digital technologies as a quotidiany tool stimulates a dinamic social connectivity that promotes innovation, generate economic and environmental efficiencies and increase productivity, including in the highly globalised tourism sector (OECD, 2017a). For example, research from Australia shows that using digital tools can save small businesses in general (defined as those with between 0 and 19 employees) ten hours a week and can boost revenue by 27 per cent (ANZ, 2018). The capacity of tourism businesses of all sizes to evolve their business models, adopt digital technologies to effectively participate in global value ecosystems, and take up new ways of data-driven working, will shape productivity and social and economic wellbeing in the future (Andrews, Nicoletti and Timiliotis, 2018)