One of the strongest signals from the discussions was the rise of AI chatbots in the earliest stages of the traveller journey. Visitors no longer come with fixed ideas; many begin with simple questions—“Where should I go?”—and expect personalised answers within seconds. AI tools now play a decisive role in this initial moment of curiosity, helping users explore places they had never previously considered. Travellers still turn to other platforms when making final decisions, but AI is becoming the gateway to discovery.

This shift is not only technological but also behavioural. Nearly half of Gen Z and Millennial travellers already trust AI recommendations more than human ones, a change that reveals a deeper transformation in the way people consume information. The traditional website‑based model is weakening; travellers are being funnelled into destination content through algorithms and conversational interfaces long before they land on official sites.

And so, destinations face an urgent challenge: if AI systems are becoming the new front door to global tourism, they must be fed with accurate, high-quality, structured destination data. Otherwise, global platforms—rather than European destinations themselves—will end up defining Europe’s tourism offer for the world.

If AI is reshaping early inspiration, then cinema, streaming and visual storytelling are doing something equally powerful: altering where people want to go. The so‑called screen‑to‑street effect has become a potent driver of shifts in demand. During ETD, the Motion Picture Association illustrated how European locations featured in global productions generate immediate spikes in both online search and real‑world visitation.

The examples are striking. The Witcher drove a surge of interest in Polish castles and medieval landscapes. Brutalist architecture has experienced a dramatic revival, with a 300% increase in Google searches following its appearance across various series and aesthetic trends. Italian and Sicilian locations showcased in recent TV productions saw not only increased online interest but also tangible boosts for local businesses and airport traffic. And of course, the enduring example remains Harry Potter, which continues to bring waves of international travellers to the UK decades after the first film premiered. 

Research presented at the event confirmed that films do more than spark curiosity: viewers of “Made in Italy” films were found to be twice as likely to travel to the country, buy Italian products or learn more about its culture. Media, in other words, is now one of Europe’s most influential tourism engines.

Tripadvisor offered another powerful perspective: travellers today are steered not through prohibition (“don’t go there”), but through guidance. The platform, increasingly powered by AI reviews and personalised discovery tools, focuses on offering travellers the best timing for popular spots and suggesting nearby neighbourhoods or alternative attractions when iconic locations are under pressure. Social media, they noted, continues to intensify demand in a few hotspots, but behaviour can be redirected with the right kind of information at the right moment.

Despite efforts across the sector, the hoped‑for shift from “volume to value” tourism has not yet become reality. Destinations still grapple with high demand in concentrated areas, and platforms remain key allies in managing these flows more sustainably.

Creators and digital storytellers added a crucial human layer to the conversation. They stressed that travellers encounter destinations through content long before they begin formal planning. Social media’s influence is not linear; it moves across fleeting moments, trends, shared experiences and emotions. Yet its power is indisputable. Websites are receiving less traffic, while social platforms and AI‑mediated recommendations continue to shape perception.

Europe, they noted, has the richest tourism offer in the world, but it remains fragmented. Without a coordinated effort to structure and share this immense diversity in digital ecosystems, global AI systems may end up “organising” Europe’s tourism offer by default. The opportunity, however, is enormous: AI can redirect demand, matching travellers with less‑visited destinations perfectly aligned to their interests—if these destinations make their stories, data and experiences discoverable.

Across panels, a shared message became clear: Europe must take an active role in shaping how its destinations are perceived, discovered and chosen. This means investing in data quality, collaborating with creators and platforms, preparing for sudden waves of screen‑driven interest, and ensuring that every region—not just the most famous cities—can benefit from global visibility.

Demand today forms in many places: inside an AI chatbot, in a short video, during a streaming marathon, or while scrolling through a platform’s curated tips. The task for destinations is to bring coherence, accuracy and authenticity into those moments—meeting travellers where inspiration now begins.

With the right digital foundations and a confident narrative, AI and media do not have to overwhelm Europe’s diverse offer. Instead, they can become tools that redirect demand, rebalance flows, and reveal the full depth and richness of Europe’s lesser‑known places.