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Disclaimer
The content on this page are 100% from our experts and their great minds.
Consume with reassurance that these information are accurate and fact-checked.
Where do we begin?
+ World Tourism Day 2026, we asked our experts everything you want to know about AI…. 🎤︎︎
+ World Tourism Day 2026…. 🎤︎︎
“Digital Agenda and Artificial Intelligence to Redesign Tourism“
Welcome! This page gathers expert perspectives from across the travel sector to answer our biggest questions about AI in this people-centric industry. From changing travel habits and environmental impacts to HR shifts and smart consumer tips, explore our topics below to build your own verdict on AI.
What can I learn about AI from this page?
This page discusses 4 key topics:
AI & Travel Planning Behaviour: How has consumer’s travel search & planning patterns changed? What should businesses & destinations do to adapt?
AI & Sustainability: How can AI be used for something greater than business optimisation? Can AI’s adoption for good deeds counter the resources it consumes?
AI & Job Security: Is AI really going to takeover this people-centric industry? How should the workforce prepare themselves?
What’s Next for AI: What are the upcoming opportunities and challenges?
Click on the topic you would like to know more about to invite the experts to the chat. ➡️
✎ New Chat
⌖ Search Chat
ℹ︎ Resources
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AI & Travel Planning Behaviour
AI & Sustainability
AI & Job Security
What’s Next for AI?
Meet the Experts
Recents
How to improve channels for AI search?
DMO x AI success examples?
Can AI & Authenticity co-exist?
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Disclaimer
The content on this page are 100% from our experts and their great minds.
Consume with reassurance that these information are accurate and fact-checked.
Starting a conversation on AI & Sustainability…
Transparently speaking, how is AI bad for environment?
C.A. Clark , Miles Partnership
The biggest change that needs to happen is actually making sure the machines get to hear what the destinations are saying about themselves. We’re still designing websites for humans, but non-human traffic already exceeds human traffic. For years, there were two kinds of bots: Google and everything else, and most organisations sensibly blocked all but a few of the bots. But now those bots are critically important to influencing AI responses.
Before you change the way you position your destination, you need to ask the unglamorous question: whether you’re letting the bots in and whether or not they’re successfully reading what you already have. Too many organisations are using outdated bot-blocking rules that are handicapping their content by preventing the very visits that would help their AI visibility.
Matt Gibson, UpThink
Build AI personas of your target visitors and use them to conceptualize new products and messaging strategies. (Proof on its accuracy). On-demand synthetic feedback is a game-changer for the early stages of testing new concepts. Give them your ideas and then test the survivors on real humans, because synthetic audiences are good for a first pass but poor at emotional truth.
Build Generative Engine Optimization. Chatbots are already describing your destination; the question is whether they're describing it correctly. The fix is technical but effective. Add an llms.txt file to your website and use software to convert the pages into AI-agent-ready markdown (.md) files. Publish structured, machine-readable destination data, and content with specific facts and named sources. As with SEO, doing these simple things will give you a leg up on the competition.
Florian Bois, Dida Travel
This new AI trip-planning behaviour is helping more niche, experience-led travel and smaller destinations that rarely surfaced in traditional search rankings.
Visibility for destinations now depends on whether an AI model can find, understand and trust your information. Tourism boards and hotels are rewriting content in clear, structured Chinese, keeping prices and availability current, and working with the platforms these assistants draw on. Striking imagery still matters on social media, but accurate, machine-readable detail is what gets a destination recommended.
But since there is no stopping of using AI, is it possible for AI to be used for good? Like, immediately?
Stewart Moore, EarthCheck
Satellite imagery, sensor networks and audit data can identify deforestation, water stress, reef degradation and energy waste far earlier than manual inspection. EarthCheck uses AI to analyse audit data across its certified network and identify patterns that an individual assessor might miss.
Detection alone, however, does not drive conservation outcomes. A monitoring system that identifies a problem achieves little unless an operator, regulator or community commits resources to address it. The gap between "we now know" and "we now act" is where many environmental monitoring investments fail to deliver value. Closing that gap is ultimately a governance and funding challenge, not a technical one.
Mikyung Je, Incheon Tourism Organization
We treat Incheon Easy as a real-time signal based on actual search keyword data. This lets us identify which attractions, routes, and seasons are underused by specific visitor groups, and run customised campaigns accordingly, rather than promoting the same popular sites to everyone. As a result, we can pursue more balanced destination management — for example, steering interest toward less crowded sites during peak periods.
Previously, visitor communication was largely one-way — we published information and measured interest through participation, redemptions, or view counts. With AI, communication has become genuinely interactive: visitors now describe, in their own words, exactly what they are looking for, letting us monitor actual search keywords and query content rather than counts alone.
C.A. Clark, Miles Partnership
The biggest opportunity was never the public-facing tools; it’s bringing AI inside the organisation and using it effectively to create new value. Orgs put too much focus on task replacement when the real gold is in understanding deeply what your stakeholders value from you, then delivering it in ways you could not before.
Example:
A destination I work with promotes film across many separate jurisdictions, each issuing permits locally. Because each area measured impact individually, nobody could ever see the full economic picture brought by these films. Using AI, they pulled the data together and built an interactive dashboard with heat-mapping and visualisation, finally showing what film permits returned to each community. Millions of dollars of positive impact, made visible at last.
That dashboard would have been practically impossible for that team, who were never going to spend tens of thousands proving a point. A month-long process is now an afternoon conversation with the right AI tooling and support inside the organisation.
Is it possible for DMO to adopt AI but still be authentic?
Sarah Mathews, e-Tourism Frontier
Authenticity has become a fashionable word, but travellers have always wanted authentic experiences, just as experiential travel was never new. It comes down to storytelling, managing expectations and being honest about what you are. Honesty is exactly what AI-generated imagery takes away.
The difficulty sits with the long tail of creators, and DMOs have real leverage there. A DMO can say plainly that it will not pay for AI-generated visuals, will not repost or allow tagging on synthetic imagery of the destination, and will ask for it to be removed. Where a creator's genuine work is beautiful, approve it, license it and pay them for access.