The tourism ecosystem is undergoing rapid transformation driven by emerging technologies such as Artificial Intelligence (AI) Virtual Reality (VR) and neuromarketing. While awareness of these technologies is increasing, there remains a significant gap between understanding what they are and knowing how they can be practically applied to support business transformation, workforce upskilling, and ecosystem resilience. These tools are presented not only as technological experimentation, but as decision-support systems that enable evidence-based management across the tourism ecosystem.

EU-funded initiatives are already addressing this gap by testing real-life applications of AI and VR and by investing in skills development across tourism stakeholders. However, the challenge remains to translate project results into transferable, scalable practices that can support SMEs, destinations, and policymakers across Europe.

This webinar will respond to this need by moving beyond theory and focusing on practical demonstrations, real use cases and policy-relevant insights, showing how neurotourism technologies (eye tracking, emotion recognition, etc.) can support upskilling and reskilling in tourism, and contribute to a stronger and resilient tourism ecosystem with measurable outcomes and real operational impacts.

The sessions will:

• Showcase practical applications of AI VR technologies and neuromarketing in tourism, building on the results of the EUROEMOTUR and Spain-Canarias Living Lab projects
• Present real use cases from SMEs and DMOs that have already integrated digital tools into their operations
• Explore how living labs can act as a vehicle for collaboration and scaling innovation across Europe
• Highlight how the European Commission can support innovation and workforce transformation in tourism
• Provide policy-oriented insights for public authorities on how to support the sustainability and long-term impact of such initiatives

Stay tuned for more details and the Agenda!

Registrations are now open!