Artificial Intelligence and Tourism: Promoting innovation - enhancing sustainability

The session explored the potential of AI for businesses across the tourism sector. Available evidence indicated that AI adoption rates and the purpose of AI use varied across different branches of the tourism system. Data also pointed to an emerging digital divide, with large businesses significantly more likely to use AI and have access to the benefits it could bring. Participants delved into how businesses could harness the potential of AI, including to innovate and adopt sustainable practices, and explored the barriers that needed to be overcome to support the uptake and use of AI by tourism businesses of all sizes. Speakers shared their experiences and views on using AI in different types of tourism businesses and for different business functions, such as strategic planning, general administration, business intelligence and decision-making, marketing, sales, operations management, and service delivery. Key questions considered included:

• What AI applications are most promising for businesses along the tourism value chain?
• What barriers are limiting the update and use of AI technologies by tourism businesses, of all sizes?
• What support do tourism businesses need to access the benefits and manage the risks associated with AI uptake?

This session focused on incorporating AI into the strategic development and management of tourism destinations. AI provided the potential to unlock new capabilities for strategic planning and co-ordination and to enhance the attractiveness, sustainability and resilience of tourism destinations. Participants explored how to harness the potential of AI to improve destination management and strike a better balance between welcoming tourists and reducing pressure on natural and cultural assets while safeguarding residents' quality of life. Speakers shared their experiences and views on using AI to enhance strategic planning, leverage AI-enhanced data analysis, better manage visitor flows, optimise resource use, and promote sustainable tourism business models and practices. Key questions considered included:

• What AI applications are most promising for destinations?
• How can AI assist in tackling current challenges in destinations, and support stronger, more sustainable models of tourism?
• What barriers are limiting the update and use of AI technologies by destinations, and what supports are needed?

This session focused on the key issues that needed to be considered to encourage the diffusion and adoption of AI technologies in tourism while managing the associated risks. Balanced approaches were needed to ensure that the integration of AI was aligned with wider tourism priorities and supported the sustainable transformation of the sector. Participants explored how to navigate the challenges and risks presented by AI while tapping into its potential opportunities. Policy issues considered included how to enhance tourism experiences and operational efficiency while protecting data, keeping tourists safe, and preparing workers for the impacts on jobs. The discussion also considered how AI could be leveraged to benefit tourism SMEs and destinations, and what support might be needed to comply with evolving AI regulatory and legislative frameworks. Key questions considered included:

• How can AI innovations support efforts to build a stronger, more sustainable tourism economy?
• What solutions and pathways to address adoption barriers and promote the safe and trustworthy use of AI in tourism?
• How can policy makers work with other tourism stakeholders to encourage innovation, while managing the risks?