The P.ICT.URISM (Platform for ICT in Tourism), that will run for 30 months, is expected to ease connectivity and encourage collaboration between small hospitality, tourism and leisure service providers and larger travel agents, tour operators and distributors. It will be carried out by a consortium and will be based on strong participation and representation of the tourism industry.

The European Commission announced the launching of a tourism initiative that will allow tourism enterprises to respond better and quicker to the evolving market needs towards more tailor-made, personalised tourism. The P.ICT.URISM (Platform for ICT in Tourism) will run for 30 months and it will be carried out by a consortium formed by ECTAA, HOTREC, ITH, Bocconi University and ZN. It will also be based on strong participation and representation of the tourism industry. The tourism is a priority for the EU so as it was stated in the October 2010 Council conclusions.

In particular, the ICT & Tourism Initiative aims at facilitating SMEs to interconnect via big distribution networks at affordable costs with all relevant market players and thus helping them to participate in the digital value chain. This new project will facilitate the entry into the market of new, dynamic players, strengthening business relations between SMEs and big companies which will help SMEs become fully integrated international business partners. The platform will consist of a policy component, a technological component, and operational component.

The Commission highlights that the project aims at facilitating ICT aspects of cooperation between companies located at different sections of the tourism industry's value chain. Particular attention will be paid to ensure that SMEs can easily participate in the digital value chain without having to bear heavy costs.