AI’s Transformative Potential in Tourism Shines at UN Summit

The World Travel Market Ministers Summit, co-hosted by UN Tourism and the World Travel & Tourism Council (WTTC), spotlighted the vital role of Artificial Intelligence (AI) in shaping the future of tourism. Leaders gathered in London, with ministers from over 20 countries and executives from leading companies like Expedia, HBX Group, JTB Corp, and SITA, underscoring AI’s capacity to drive innovation and collaboration across the public and private sectors.

UN Tourism Executive Director Natalia Bayona opened the summit by emphasizing AI's potential to enable better decision-making and deepen the personalization of travel experiences. She highlighted how AI can enhance storytelling, marketing, digital infrastructure, and education within tourism, while stressing that human intelligence must guide its application.

Julia Simpson, President and CEO of WTTC, highlighted the dual imperative of tackling global challenges like climate change and seizing AI-driven opportunities to sustain the sector’s economic contributions. She noted that, with nearly $10 trillion generated in 2023, the sector is poised to exceed past economic impact, with AI playing a key role in building a resilient and inclusive future.

During the summit, UN Tourism unveiled its Strategic Roadmap: "AI For Good in Tourism," outlining priorities such as research, education, and investment in AI. Collaborative research with Saxion University, forthcoming in 2025, will address AI adoption across tourism, detailing strategic recommendations for stakeholders. UN Tourism also aims to enhance its Tourism Online Academy with AI-focused courses to equip professionals for an AI-driven industry.

Investment and innovation were central themes, with discussions emphasizing AI’s role in shaping investment strategies and fostering entrepreneurial growth. UN Tourism committed to supporting startups through new funding models and initiatives that empower businesses across the tourism value chain to adopt advanced technologies.

UN Tourism also launched the AI Challenge, inviting innovators to propose AI solutions that will redefine branding, marketing, smart destinations, and operational efficiency. Plans are underway for regional awards and capacity-building initiatives, in collaboration with partners such as the Development Bank for Latin America and the Caribbean, to further support the sector’s AI transformation.