What is the story about?
What's Happening?
The European Travel Commission has published a study on AI use within National Tourism Organisations (NTOs) across Europe. The study reveals that AI is reshaping day-to-day operations, particularly in marketing functions. While some NTOs are early adopters, most are conducting short-term pilots to assess feasibility. Staff enthusiasm for AI is high, but skill shortages and strategy gaps remain challenges. The report highlights the need for structured experiments and targeted training to unlock AI's full potential.
Why It's Important?
AI offers new opportunities for NTOs to enhance operations, especially in marketing and research. The technology can streamline processes and improve productivity, but uneven capacity across organisations poses challenges. The study provides practical recommendations for AI adoption, emphasizing the importance of shared learning and structured innovation. As AI continues to evolve, NTOs must navigate this landscape to leverage its benefits for smarter and more resilient tourism strategies.
Beyond the Headlines
The report outlines potential risks and practical recommendations for AI adoption in tourism marketing and research. It emphasizes the need for tailored investment and role-specific up-skilling to drive usage. The study also reviews trends and scenarios for knowledge work in the next decade, providing NTOs with tools to make the most of AI. The European Travel Commission will continue supporting members with workshops and peer-learning labs to foster AI adoption.
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