Tourism 2.0: From ticking off landmarks to a tech-driven industry built on experiences

Is tourism still about hotels and historic landmarks, or has it quietly become a fast-moving tech industry? And why might now be the smartest time to start a business in it? We spoke with Ida Rašovská, programme guarantor at NEWTON University, about the future of hospitality, innovation, and what comes next.

Tourism has moved far beyond selling rooms and museum tickets. Today, it is one of the fastest-growing sectors globally, powering entire economies. At the same time, it sits at an inflection point, where long-standing traditions meet the speed and scale of digital innovation.

Experience comes first

At its core, tourism is still human. Always has been. Always will be.

“It would be misleading to call tourism a technology business,” says Ida Rašovská. 

“The product is not technology. It is the experience.”

And yet, technology is everywhere. Behind the scenes, algorithms manage airline capacity and optimise revenue. Virtual reality brings historical sites back to life. In some places, you check in without seeing a single person. In others, robotic massage therapists are already being tested.

At the same time, a countertrend is gaining momentum. The search for “digital silence”. Places without signal. Experiences rooted in authenticity, local culture, and nature. Technology is rewriting the rules, but not in the same way everywhere.

What is holding Czech tourism back and what could move it forward

Despite its economic impact, tourism in the Czech Republic still struggles for recognition as a fully fledged industry. Funding and regional support remain ongoing challenges.

“There is a lack of state support, but no shortage of talent,” Rašovská says. “The entrepreneurs who succeed are those who do not rely on subsidies. They take risks and build business models that can compete globally.”

The difference between an average region and one that attracts both visitors and investors comes down to people. Passionate, hands-on individuals who understand the reality on the ground, supported by local leadership that actively backs them. Strong destination management is what brings it all together. It aligns public and private interests and sets a clear direction.

Entrepreneurship as a lifestyle

For younger generations, tourism offers something corporate life often does not. Freedom. The chance to build something of your own and make a living doing what genuinely excites you.

It is also a fragmented market, which means opportunity. Plenty of it.

• Boutique hospitality concepts with a clear identity
• Travel tech and hotel innovation, among the most dynamic and high-value segments today
• Influencer-led experiences and events, where demand for originality continues to grow

Learning by doing

NEWTON University is responding to these shifts with its master’s programme in Tourism Entrepreneurship, led by Ida Rašovská. The approach is simple. Quality over quantity, with a strong emphasis on learning by doing.

That mindset was visible at the Holiday World & Region World fair, where NEWTON joined experts in innovation and AI in tourism. Rašovská brought her students along, not just to listen, but to engage directly with the industry.

Tourism is not just a sector. It is a way of thinking.

If you are looking for a field where cutting-edge technology meets the art of creating unforgettable moments, you have just found it.