Artificial Intelligence and Tourism: Promoting innovation - enhancing sustainability

The session will explore the potential of AI for businesses across the tourism sector. Available evidence indicates that AI adoption rates and purpose of use varies in different branches of the tourism system. Data also points to an emerging digital divide, with large businesses significantly more likely to use AI and have access to the benefits it can bring. Participants will delve into how businesses can harness the potential of AI, including to innovate and adopt sustainable practices, and explore the barriers that need to be overcome to support the uptake and use of tourism businesses of all sizes. Speakers will share their experiences and views of 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, and operations management, and service delivery. Key questions for consideration include:

• 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 focuses on incorporating AI into the strategic development and management of tourism destinations. AI provides the potential to unlock new capabilities for strategic planning and co-ordination and enhance the attractiveness, sustainability, and resilience of tourism destinations. Participants will explore how to harness the potential of AI to improve destination management and strike a better balance between welcoming tourists and pressuring natural and cultural assets and quality of life for residents. Speakers will share their experiences and views of using AI to enhance strategic planning, leverage AI-enhanced data analysis, better manage visitor flows, optimise resource use and promote for sustainable tourism business models and practices. Key questions for consideration include:

• 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 focuses on the key issues that need to be considered to encourage the diffusion and adoption of AI technologies in tourism, while managing the associated risks. Balanced approaches are needed so the integration of AI is also in line with wider tourism priorities and supports the sustainable transformation of the sector. Participants will explore how to navigate the challenges and risks AI presents, while tapping into the potential opportunities. Policy issues to be considered include how to enhance tourism experiences and operational efficiency while protecting data, keeping tourists safe, and preparing workers for the impacts on jobs. The discussion will also consider how AI can be leveraged to benefit tourism SMEs and destinations, and what supports may be needed to comply with evolving AI regulatory and legislative frameworks. Key questions for consideration include:

• 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?