“Our action plan for Europe is to become the first continent of artificial intelligence, where technology empowers people rather than replaces them, where artificial intelligence enhances human creativity instead of competing with it. We can make tourism smarter, fairer, more sustainable and more human than ever before.”
These were the remarks of the Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, during his participation in the world’s largest global tourism gathering, the 26th General Assembly of the United Nations World Tourism Organization, held in Riyadh, Saudi Arabia.
In his keynote speech titled “The impact of artificial intelligence and innovation in shaping global tourism,” Mr. Tzitzikostas addressed the modern challenges of tourism and the new tools, such as artificial intelligence, which can serve as catalysts for a more competitive, intelligent and sustainable tourism sector.
Artificial intelligence makes tourism more personal
As the Greek Commissioner emphasized, “Artificial intelligence is reshaping the world, and the revolution underway today will inevitably affect tourism, which is above all a deeply human experience. In the digital age, public authorities now have the ability to simplify procedures, better manage visitor flows, and significantly improve the travel experience. Citizens who travel acquire more digital skills and therefore have greater expectations for seamless journeys, better personal experiences and unforgettable holidays and visits. And artificial intelligence has the power to completely transform how tourism operates.”
He continued:
“Artificial intelligence does not dehumanize tourism; on the contrary, it makes it more personal, enhancing human interaction while helping businesses work smarter, faster and more sustainably. In Europe, we see artificial intelligence as a positive force that leads to smarter and more sustainable tourism. It helps manage visitor flows in real time, protect cultural heritage sites, and reveal hidden tourism treasures, showcasing lesser-known areas that are nonetheless true tourism gems.
AI can predict overcrowding in popular destinations in advance. It can synchronize transport, energy and culture perfectly. Visitors can receive personalized, environmentally friendly guidance, making their stay better and more sustainable.”
Already throughout Europe, through the EU-funded D3Hub project, work is underway to create a European Competence Hub for Tourism Data. “Our goal is to strengthen tourism destinations, develop strategies to boost the tourism sector, and elevate innovation in every region. Soon we will have AI guides welcoming tourists in major cities across Europe. The first example is already in Dublin, which was the European Capital of Smart Tourism in 2024.”
AI reliability and the EU’s tourism action plan
Referring to the reliability of artificial intelligence and the EU’s tourism action plan, Mr. Tzitzikostas pointed out:
“Artificial intelligence is not only about technology. It is an opportunity for creativity, entrepreneurship and European leadership. However, technology alone is not enough. Its reliability must be ensured and risks avoided. This is why the EU has created the world’s first legal framework for trustworthy artificial intelligence, with clear rules that promote innovation while at the same time protecting our rights, our safety and our values.”
Meetings on global tourism cooperation
On the sidelines of the General Assembly, Mr. Tzitzikostas held constructive meetings and discussions with the new UN Tourism Secretary-General, Shaikha Nasser Al Nowais, and Tourism Ministers from around the world. During these discussions, he emphasized that the shared objective is to strengthen international cooperation in transport, mobility and tourism in order to develop tourism destinations and make them smarter, more sustainable and better connected.
Mr. Tzitzikostas also delivered speeches at the TOURISE Global Conference 2025 and at the World Economic Forum – Travel & Tourism Leadership Meeting in Riyadh, where he addressed modern challenges in global tourism and the first unified European tourism strategy, which he will present in April 2026.
The Commissioner also visited Diriyah, where one of Saudi Arabia’s largest projects is being developed, aiming to transform this historic area near Riyadh into a major global tourism, historical and cultural destination.
