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The purpose of this study is to provide a thematic literature analysis of smart tourism and the role of stakeholders and synergy relating to the implementation of smart tourism.

The study is based on a review of prior research by various authors on smart tourism and the role of stakeholders and synergy relating to the implementation of smart tourism.

Research studies define the concept of smart tourism as a form of technological, economic and social evolution, which is influenced by such elements as the Internet, social media, smart devices and mobile applications, among others. Stakeholder theory is based on the organizational context, and various individuals and groups within an organization are mutually supported and influenced by the same organizational goals. The research studies have found that cooperation between internal and external stakeholders could involve designing a tourism strategy, coordinating tourism promotion and branding, raising local tourism awareness, standardizing tourist facilities, making ticket price policies and communicating with tourism stakeholders.

The paper provides a thematic literature review of smart tourism, the role of stakeholders and synergy from the perspective of the implementation of smart tourism.

This study aims to examine the main aspects of innovation development regarding digital tools used in the tourism industry in a local area.

A qualitative approach and the descriptive analysis technique was employed to analyse completed semi-structured expert survey questionnaires created in Google Forms. The aim is to examine the opportunities and potential for digital innovation in tourism in the Baltic region. Specialists representing tourism and hotel businesses, the guide profession as well as the disciplines of business and economics were selected as experts.

The experts indicated that digital marketing was very important for tourism development, and it is still considered a new field of science with huge potential. The research results showed that when introducing/developing digital innovations in a local area, tourism companies were faced with low-quality or no data analytics at all. In addition, long-term maintenance of digital tools was not considered, and the investment outweighed the benefits of implementing the technologies.

The study contributes to the development of digital innovation and the identification of problems in a local area.

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.