The World Travel Market Ministers Summit, hosted by UN Tourism in collaboration with the World Travel & Tourism Council (WTTC), underscored the growing importance of Artificial Intelligence (AI) in the global tourism sector. The event in London brought together over 20 tourism ministers and industry leaders from major organizations, including Expedia, HBX Group, JTB Corp, and SITA, who discussed the critical role of public-private partnerships in driving innovation.
UN Tourism Executive Director, Natalia Bayona, opened the discussion, emphasizing the need for the tourism sector to embrace generative AI to make informed, data-driven decisions. "Tourism has the ability to create unique stories, and technology—when used for good—can enhance everything from destination marketing to digital infrastructure," Bayona said. "AI’s potential lies in its ability to hyper-personalize travel experiences, but it requires human intelligence to fully shine."
Julia Simpson, President and CEO of WTTC, echoed this sentiment, highlighting the sector's economic contribution, with tourism generating nearly $10 trillion in 2023, supporting 330 million jobs globally. She also emphasized the opportunities AI and other technologies offer to make tourism more sustainable, resilient, and inclusive.
A Strategic Roadmap for AI in Tourism
At the Summit, UN Tourism outlined its Strategic Roadmap: AI for Good in Tourism, detailing its work to ensure the sector is ready for the rapid adoption of AI technologies. Key elements of the roadmap include:
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Research: UN Tourism is leading research on AI adoption in tourism. The latest study, conducted with Saxion University, focuses on the impact of AI on the sector. A more comprehensive analysis will be published in 2025, offering recommendations on overcoming challenges and enhancing AI integration.
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Education and Training: The rise of AI in tourism has created a need for upskilling and reskilling the workforce. UN Tourism is expanding its Tourism Online Academy, adding 10 new courses that will equip professionals with the skills needed to succeed in an AI-powered industry.
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Investment: Ministers discussed the need for AI-focused investment, particularly in emerging tourism startups. UN Tourism is actively exploring alternative funding models to support innovation in tourism, with an emphasis on AI-driven strategies.
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Innovation: The organization is fostering a culture of innovation through workshops, partnerships, and programs that help tourism entrepreneurs adopt AI and other cutting-edge technologies.
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Leadership and Standardization: UN Tourism is creating a new Global Task Force on Universal Nomenclature for AI in Tourism to standardize terminology and improve communication across the sector.
Inclusivity and the Future of AI
UN Tourism Secretary-General Zurab Pololikashvili highlighted the importance of ensuring AI adoption benefits all stakeholders, including small and medium-sized enterprises (SMEs) and emerging destinations. "AI offers immense potential for businesses, destinations, and workers. By collaborating with both the public and private sectors, we can unlock this potential," he stated.
The AI Challenge
To further its commitment to innovation, UN Tourism launched the UN Tourism Artificial Intelligence Challenge, calling for AI-driven solutions that will help shape the future of tourism in areas such as branding, marketing, smart destinations, and operational efficiency.
Looking ahead, UN Tourism will also roll out regional awards and capacity-building efforts in collaboration with key partners like the Development Bank for Latin America and the Caribbean (CAF), further driving AI adoption and innovation in the sector.