Artificial intelligence is gradually evolving into a strategic factor that can determine the resilience and competitiveness of the European tourism industry in the future as the results of its use by National Tourism Organizations (NTOs) gradually become visible.
According to a new study carried out by the strategy consulting firm Kairos Future, based on a survey of members of the European Travel Commission (ETC) on the readiness of national tourism organizations to implement artificial intelligence in the long term and the current results of its use, although only a few countries have systematically adopted the technology, the first tangible benefits are already visible in terms of productivity and service quality.
The study identified a small group of “pioneer” organizations that show high readiness and clearly understand the usefulness of AI tools. The majority of the remaining organizations are still limited to short-term experimentation, with the aim of evaluating the feasibility of their implementation.
Despite the different speeds in the use of artificial intelligence, the attitude of employees towards it is considered positive. Curiosity and willingness to try are widespread, while resistance to change remains limited.
Greater and more immediate value in the use of AI is recorded in marketing departments, where 72% of teams are already using it for text production and optimization of internal processes, such as brainstorming and content testing. In contrast, research departments view the technology as “exploratory,” although 72% say it is valuable in areas such as research and is used primarily in sentiment analysis, translation, and transcription.
Recommendations for the future
The report also suggests targeted actions to further integrate AI, such as…
- Organizing hackathons and workshops to translate enthusiasm into specific prototypes.
- Investing in role-specific training, using those who have already adopted the technology as mentors.
- Gradual budget increases based on the results of pilot programs that will help transform concepts into viable operations.
