Bridging Digital and Green Transformation in Tourism Sector: A Strategic Framework for the Twin Transition

The tourism sector is at the crossroads of two transformative forces, as it faces both the urgent push for sustainability and the accelerating wave of digital innovation. While both trends are widely acknowledged, they are rarely addressed in an integrated way. This paper therefore proposes a conceptual framework that bridges digital and green transformation in the tourism sector, with a particular focus on selected circular economy principles. We highlight how digital tools such as Artificial Intelligence, the Internet of Things, and Digital Twins can enable more sustainable, low-impact, and adaptive tourism systems. The framework is grounded in a synthesis of academic literature and supported by practical design elements that visualize the interaction between technological and environmental drivers of transformation in tourism. Its contribution lies in providing a strategic lens for researchers and policymakers seeking to align technological innovation with environmental objectives and long-term resilience in the tourism sector.