The World Travel Market Ministers Summit, held in association with UN Tourism and the World Travel & Tourism Council (WTTC), recently drew attention to the significant role of Artificial Intelligence (AI) in the tourism sector. The summit brought together Tourism Ministers from over 20 countries and industry leaders from companies such as Expedia, HBX Group, JTB Corp, and SITA.
UN Tourism Executive Director Natalia Bayona emphasized the need for the tourism sector to leverage AI in decision-making, marketing, and promotion. She also highlighted AI’s potential in creating personalized travel experiences.
WTTC’s President and CEO, Julia Simpson, pointed out that despite global challenges like climate change, the sector has immense opportunities, especially with the help of AI. She noted the sector’s significant contribution to the global economy and job market and expressed optimism for continued growth.
Bayona also presented the Strategic Roadmap: “AI For Good in Tourism,” which outlines UN Tourism’s vision for the sector’s future and its current efforts in integrating new technologies. The roadmap is focused on four key areas: research, education and skills development, investment, and innovation.
As part of its research efforts, UN Tourism is set to publish a comprehensive analysis of AI adoption in tourism in 2025. The organization also enhances its Tourism Online Academy with advanced AI tools and courses to equip professionals for an AI-driven industry.
The summit stressed the need for investment in AI and broader innovation. UN Tourism is exploring alternative funding models to support the startup ecosystem, including using AI-driven insights to guide investment strategies.
Regarding innovation, UN Tourism supports entrepreneurs in adopting AI and other advanced technologies through workshops, partnerships, and dedicated programs.
A new Global Task Force on Universal Nomenclature for AI in Tourism aims to standardize AI terminology across the sector for clarity and consistency.
UN Tourism Secretary-General Zurab Pololikashvili reaffirmed the organization’s commitment to leading the sector’s transformation and ensuring AI’s potential is fully realized.
The summit also announced the launch of the UN Tourism Artificial Intelligence Challenge, calling for AI-driven solutions to shape the future of tourism. Regional awards and capacity-building efforts will also be launched in collaboration with key partners.
