The Digital Dilemma
Martec’s Law describes the tension between rapid technological progress and the comparatively slow adaptability of organizations. While technological capabilities continuously evolve, structures, processes, and competencies often change much more slowly.
Organizations Lag Behind
In tourism, this gap becomes especially clear: new digital tools, data platforms, or AI applications are quickly available, while destinations, businesses, and organizations need time to integrate them strategically, train staff, and adjust existing workflows. This results in a growing discrepancy between technological potential and its actual use in tourism practice.