Speakers at this year’s Tourism Innovation Summit (TIS) 2024 recently discussed the impact of artificial intelligence (AI) in the tourism sector and European regulations related to its use. 

Experts attending the event in Seville, Spain spoke of how the challenges and opportunities associated with the deployment of the tourism data space have been addressed, analysing how these technologies can transform and improve travel experiences.

New technologies, particularly AI, have brought about a revolution that has affected the tourism sector. However, their use, key challenges, and related regulations are issues that are generating a great deal of public debate. 

What the experts have to say 

Gaia-X president Dolores Ordóñez emphasised the importance of creating an environment where data can flow without the need for big data lakes. 

She said: “We don’t need everyone to dump their data in one place, but to be connected through agreements and exchange models.”

Ordóñez added that access and quality of data are essential to training algorithms that enable greater sustainability and resilience in the tourism sector.

Regarding the data space, Misa Labarile, from the European Commission, highlighted that the D3 Hub project is working on the creation of a centre of competence in tourism at the European level to improve collaboration and access to data. 

Labarile also addressed the AI-driven transformation, mentioning that the regulation, known as the ‘AI Act’, does not seek to slow down innovation, but to encourage it safely and transparently. She remarked: “AI has great potential to improve strategies and business, but we need to regulate its use to ensure safety and ethics.”

John Fitzgibbon, managing director of NECSTouR, spoke about NECSTouR’s role in facilitating the use of data in tourism regions. “We are involved in several European projects, such as Deploy Tour and D3 Hub, which aim to create a centre of competence in tourism data.”

Olga Preveden, project manager for data and innovation at the Austrian National Tourist Office, added that “AI can now communicate in national languages, which has changed the way destinations are promoted”. 

Preveden also highlighted the use of chatbots to analyse questions from target groups and the adoption of predictive analytics by some companies. Such acts have enabled them to forecast trends and improve regional planning.