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This study presents the concept of digital twin technology for the digitalization of tourism product competitiveness promotion recommendations.

A qualitative research method was applied, conducting pilot interviews with representatives of the tourism industry in order to evaluate the key performance indicators (KPIs) and ecosystem specific to the tourism product category “food service”. Based on expert evaluations, a recommendation for promoting the competitiveness of the tourism product was created. The expert evaluations and the provided recommendations were used to create a model of the digital twin for the promotion of tourism competitiveness.

The study found that it is possible to digitize tourism experts' knowledge into a format compatible with recommendation system development to create a digital twin to promote the competitiveness of the tourism industry.

Currently, there is almost no research on the use of digital twins in the tourism industry. The application of this methodology in practice can ensure the promotion of the competitiveness of the tourism sector.

Provides an overview of the article collection in this theme issue that explores the concept of “smart tourism” and in particular, developments and issues that are important for the Baltic States.

The article applies a thematic approach to exploring the factors affecting the development of smart tourism, as well as the challenges and opportunities facing the Baltic region. Overall, the collection reviews the literature, provides an analysis of data and a survey of experts, including tourism service providers. This combines with the practical solutions given in the articles.

The findings and conclusions of this theme issue focus on the factors affecting the development of smart tourism and smart villages, digitalization and innovation opportunities in the Baltic regions, and it provides an insight on the current situation in the smart tourism industry, the possibilities for using digital technologies, and the practical applications.

This theme issue explores the factors influencing and challenges facing smart tourism in the Baltic region, given that all the stakeholders actively want more sustainable and balanced tourism, as well as opportunities to develop innovative, technologically advanced solutions to the development of smart tourism.

This study aims to provide a summary of the key outcomes and reflections related to the theme issue question, “Smart tourism: what developments and issues are important to the Baltic states?”

This study utilizes a descriptive approach to summarize the key outcomes of the theme issue. The theme issue focuses on the problems, trends and developments of smart tourism in the Baltic states, namely, Latvia, Lithuania and Estonia.

The papers in the theme issue explore the emerging concept of smart tourism and the challenges associated with its implementation at the destination level. They also provide updated data on the adoption of smart tourism and aim to engage academics and industry professionals to identify future developments.

This theme issue provides unique perspectives from a variety of stakeholders, including academics, practitioners, industry professionals and policymakers on the key issues, trends and developments shaping the emergence of smart tourism in the Baltic states.