Tourism Meets AI - Carefully

Artificial intelligence is rapidly reshaping industries across Europe, but in tourism, its role must remain carefully balanced. Here, the technology is not about replacing people, but about enriching places and experiences. In a sector defined by human encounters, the challenge is to use AI in ways that support communities, visitors, and small businesses, rather than reinforcing the dominance of large global platforms. Within the EU, this principle is guiding the integration of AI into tourism: a human-centric approach that strengthens small players and public management. This article looks at how AI is being applied across destinations and SMEs, particularly within the framework of the EU twin transition.

Setting the Ground: The EU’s Approach to AI in Tourism

The European Union has been clear about the need to ensure that digital technologies, including AI, are deployed in ways that serve people first. The Digital Europe Programme has provided funding for infrastructure and skills, while the Transition Pathway for Tourism (2022) has identified digitalisation as a pillar of resilience. At the same time, work on common European data spaces, including a dedicated Tourism Data Space, aims to create secure environments where destinations and enterprises can share and use data responsibly.

The EU’s model stresses ethical and inclusive use of AI: transparency, accountability, and protection of cultural diversity. In practice, this translates into support for SMEs and local actors through tailored tools, funding opportunities, and capacity-building initiatives. From European Digital Innovation Hubs to collaborative pilot projects, the focus is on ensuring that even the smallest businesses can access advanced digital tools.

Smarter Destinations: How AI Supports Local Management

Some European destinations are already showing what responsible AI can achieve. Valencia, recognised as the 2024 European Capital of Smart Tourism, has also embedded AI into its broader smart tourism platform. Here, AI helps predict demand, align services with sustainability goals, and measure the environmental impact of tourism activities in real time. Within D3Hub project, forty selected destinations are trained and supported to embrace the use of data and with some forerunners, such as Ljubljana and Dubrovnik, a forecasting model is being trained to be available in the future for all European destinations.

These systems demonstrate that AI is not just about efficiency. When embedded in local governance, they allow authorities to make better-informed decisions for the public benefit. Crucially, the data collected stays within the destination, contributing to transparency and trust.

Tourism SMEs: AI as a Digital Ally

For small businesses, AI is less about grand systems and more about practical solutions. Across Europe, family-run hotels, tour operators, and cultural enterprises are adopting tools for automatic translation and multilingual content generation, allowing them to reach international markets without prohibitive costs. Chatbots are increasingly used to handle routine customer queries, freeing up staff for personalised service. Some SMEs use AI-driven forecasting tools to adapt pricing or plan inventories in line with seasonal demand.

EU support mechanisms are critical here. The Tourbit project, for example, provides SMEs with guidance and training in digital adoption, including AI-based applications. Similarly, European Digital Innovation Hubs serve as local contact points where small businesses can test AI solutions before committing investments. These initiatives reflect the EU’s recognition that SMEs form the backbone of European tourism - and that their digital transformation cannot be left to market forces alone.

Challenges: Digital Gaps, Ethical Doubts

Despite progress, barriers remain. Many SMEs lack the digital skills to adopt AI effectively, while the cost and complexity of tools can be daunting. There are also cultural concerns: in a sector built on human interaction, some worry that automation might depersonalise experiences. Local managers raise questions about transparency, data ownership, and ethical use of predictive systems.

The EU is responding on several fronts. The Pact for Skills brings together public and private actors to upskill the tourism workforce, while national recovery plans dedicate funding to digital transformation. Ethical guidance is also being advanced: the EU’s approach to trustworthy AI stresses human oversight and respect for fundamental rights. These frameworks are designed to ensure that technological adoption does not undermine the very qualities that make Europe’s tourism unique.

The Road Ahead: Practical, Responsible AI

Looking forward, the path for European tourism lies in practical, responsible adoption of AI. For destinations and SMEs alike, the principles are clear: start small, set concrete goals, and ensure human oversight at every step. Shared EU infrastructures, such as open-source tools and data spaces, can reduce costs and avoid fragmentation. Interoperability and transparency should remain non-negotiable.

Ultimately, the aim is not to replicate the models of large tech platforms but to develop solutions that fit Europe’s values and tourism model: sustainable, diverse, and people-centred. LLMs4EU project is paving the way in the fine-tuning of a large language model for the use of tourism with reliable data sources of cultural heritage. By embedding AI into the twin transition, Europe can make its tourism sector both more resilient and more competitive - without sacrificing authenticity.

Conclusion: Making AI Work for Real People

Artificial intelligence is not about replacing people in tourism, but about supporting them. From smarter visitor management in cities to practical tools for small businesses, the examples already emerging across Europe show that AI can be a digital ally. Yet the real test lies in ensuring that these benefits reach the many, not the few.

As the EU strengthens its frameworks and support systems, now is the time for destinations and SMEs to explore AI with confidence - but also with caution. The debate is not about whether AI will shape tourism, but about how it will do so. The answer must lie in practical examples, shared tools, and common standards that keep people and places at the centre.

We invite you to join the monthly discussion on how AI is being used in your destination or business, and what tools, principles, or experiences you see as essential for making this technology work for real people.