AI's growing role in tourism highlighted at World Travel Market Summit

The World Travel Market Ministers Summit, in partnership with UN Tourism and the World Travel & Tourism Council (WTTC), spotlighted Artificial Intelligence (AI) as a key transformative tool for the tourism sector. Over 20 tourism ministers gathered in London, joined by leaders from Expedia, HBX Group, and JTB Corp.

Opening the timely debate, UN Tourism Executive Director Natalia Bayona said: “The tourism sector needs to be prepared to make better decisions with the help of generative Artificial Intelligence. Tourism has the ability to create unique stories, and the use of technology for good in marketing and promotion of destinations, digital public infrastructure and education is crucial, and hyper personalization of travel can be our biggest asset.  Above all, Artificial intelligence needs human intelligence to be bright.”

UN Tourism presented a strategic roadmap outlining AI’s role in tourism, including research on AI adoption, education and reskilling for the workforce, and investment in tech-driven innovation. The roadmap emphasises AI’s potential to create new jobs while requiring upskilling.

Julia Simpson, President and CEO of the World Travel and Tourism Council, said: "While we must address global issues like climate change and the need for sustainable practices, we also have incredible opportunities ahead. In 2023, our sector contributed nearly 10 trillion dollars to the global economy, supporting 330 million jobs. This year, we're set to break records again. By working hand in glove, we can ensure that Travel & Tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive."

UN Tourism also launched the Artificial Intelligence Challenge, encouraging AI-driven solutions in tourism branding, marketing, and operations. In addition, the agency unveiled plans for regional awards and capacity-building programs to further innovation across the sector. The focus remains on inclusive AI adoption, ensuring small businesses and emerging destinations benefit from this technological revolution.