Tourism boards across Europe embrace AI but face gaps in strategy and skills
AI is reshaping tourism organisations in Europe, with marketing teams leading pilots and researchers urging clearer direction and training.
A new study by the European Travel Commission shows that national tourism organisations (NTOs) are experimenting with AI but are facing gaps in strategy and skills.
Marketing teams are leading the way, applying AI in content generation and workflow streamlining, whereas research departments primarily view the tools as exploratory. Despite uneven readiness, most staff show enthusiasm, with little resistance reported.
The survey highlights challenges, including limited budgets, sparse training, and the absence of a clear roadmap. Early adopters report tangible productivity gains, but most NTOs are still running small pilots rather than embedding AI across operations.
Recommendations include ring-fencing time for structured experiments, offering role-specific upskilling, and scaling budgets aligned with results. The report also urges the creation of shared learning spaces and providing practical support to help organisations transition from testing to sustained adoption.
ETC President Miguel Sanz said AI offers clear opportunities for tourism boards, but uneven capacity means shared tools and targeted investment will be essential to ensure innovation benefits all members.
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