AI across the journey: From inspiration to smarter operations

The CEOs agreed that artificial intelligence is now embedded across the tourism journey. AI‑driven tools already support content delivery, metasearch, and trip planning, helping travellers navigate the overwhelming amount of choice online. Platforms use AI to adjust services rapidly, respond to disruptions, and personalise offers in real time.

A notable trend is the rise of travellers who “don’t know where to go” — a growing segment using AI‑powered inspiration tools to select destinations. Tourism businesses increasingly rely on automated systems to guide such undecided customers, improving decision‑making and matching travellers with lesser‑known locations.

Beyond inspiration, multimodal digital mobility services (MDMS) are emerging as a cornerstone of a seamless European travel experience. By integrating data across trains, flights, buses, ferries, and local mobility, MDMS can make cross‑border, multimodal booking effortless — strengthening Europe’s reputation as a connected, accessible destination.

Sustainability: A growing imperative shaped by consumer demand

CEOs emphasised that the sector is becoming more sustainable, driven by regulation, market standards, and internal commitments. Yet, travellers do not consistently rank sustainability as their primary decision factor — a gap the industry must carefully navigate.

Still, leaders were clear: customer expectations play a critical role. When travellers show interest in sustainable options, businesses adopt greener practices more rapidly. Crucially, becoming more sustainable does not automatically mean raising prices. With EU funding tools and financial support mechanisms in place, companies can implement sustainable solutions without passing costs onto consumers.

Talent shortages: The urgent need for skills, stability, and trust

All CEOs pointed to inflationary pressures and labour shortages as one of the most pressing challenges today. Tourism competes directly with other sectors for skilled workers; without stronger career pathways and better conditions, the industry risks losing talent at a critical moment.

Executives stressed three priorities:

• Clear, transparent career paths so employees can envision long‑term futures in tourism.
• Investment in skills, including digital, customer‑experience, and green‑transition capabilities.
• Trust‑building, ensuring staff feel valued and supported — enhancing retention and sector attractiveness.

Without meaningful action, talent shortages could undermine the sector’s ability to modernise, innovate, and meet rising consumer expectations.

Regulation and competitiveness: Finding the right balance

The final message from CEOs was a call for smart, coherent, and non‑overlapping regulation. Europe has strong consumer protections and digital standards, but businesses warn against a growing accumulation of rules that can hinder service delivery — especially for SMEs.

The Digital Markets Act (DMA) was cited as an example of legislation shaping the competitive landscape. By preventing search engines from self‑preferencing, the DMA supports fair competition — but also introduces operational adjustments that companies must manage.

Leaders stressed the importance of striking a balance between:

• Privacy and data protection,
• Innovation and service quality, and
• Fair competition and operational feasibility.

A stable, predictable regulatory framework is essential for enabling investment, innovation, and growth across the sector.

Looking ahead: A sector ready to transform

The CEO perspectives shared during European Tourism Day 2026 highlight an industry in transformation — technologically advanced, increasingly sustainable, but facing real pressures on talent and regulation. Their message is clear: the future of tourism will depend on Europe’s ability to scale digital innovation, support a skilled workforce, maintain competitiveness, and accelerate sustainability without compromising affordability.

As Europe prepares its new Sustainable Tourism Strategy, these signals from leaders set the tone for the sector’s next chapter — one built on resilience, responsibility, and readiness for the future.