Knowledge documents
08 September 2025
Unleashing AI in Europe’s Tourism Sector as Emerging Technologies Take Hold
Knowledge documents
08 September 2025
Adventure tourism
Coastal, maritime and inland water tourism
Cultural tourism
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National Tourism Organisations across Europe are leveraging AI to revolutionize their operations, with marketing teams taking the lead in adopting innovative practices. Discover how early adopters are navigating this shift to transform day-to-day workflows amid enthusiasm, skill gaps, and strategic challenges.
European Travel Commission
European Travel Commission
Topics
Albania
Armenia
Austria
Belgium
Bosnia and Herzegovina
Bulgaria
Croatia
Cyprus
Czechia
Denmark
Estonia
EU-27
Finland
France
Georgia
Germany
Greece
Hungary
Iceland
Ireland
Italy
Kosovo
Latvia
Liechtenstein
Lithuania
Luxembourg
Malta
Moldova
Montenegro
Netherlands
North Macedonia
Norway
Poland
Portugal
Romania
Serbia
Slovakia
Slovenia
Spain
Sweden
Switzerland
Türkiye
Ukraine
Other
Destination Management & Marketing Organisations
National authorities
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Specific types of tourism
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Adventure tourism
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Coastal, maritime and inland water tourism
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Cultural tourism
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Ecotourism
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Education tourism
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Festival tourism
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Gastronomy tourism
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Health and medical tourism
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MICE tourism
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Mountain tourism
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Religious tourism
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Rural tourism
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Sports tourism
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Urban/city tourism
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Wellness tourism
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Transition Pathway Strategic Areas
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Best practices, peer learning and networking
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Digitalisation of tourism SMEs and destinations
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Innovative tourism services
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R&I on digital tools for tourism
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Tourism strategies
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Training opportunities
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Business activities
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Activities of amusement parks and theme parks
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Activities of associations and other organisations supporting tourism
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Air passenger transport
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Camping grounds, recreational vehicle parks and trailer parks
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Events catering and other food services
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Festivals, cultural and entertainment activities
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Gardens and nature reserves activities
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Holiday Housing / Apartments and other short stay accommodation
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Hotel and similar accommodation
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Mobile beverage services
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Mobile food services
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Museums
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Operation of historical sites
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Other
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Other accommodation
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Other amusement and recreation activities
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Other food and beverage services
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Other holiday reservation services
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Other tourism transportation activities
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Rail Passenger transport
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Recreational and sport activities
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Restaurants, cafes and bars (Food and Beverage serving activities)
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Road passenger transport
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Tour operator activities
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Travel agency activities
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Water (sea, coastal and inland) passenger transport
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The European Travel Commission has published a groundbreaking report on how AI is reshaping National Tourism Organisations in Europe. Conducted by Kairos Future, the study highlights early adoption in tourism marketing, showcasing tangible benefits such as enhanced content creation and streamlined processes.
Despite varying readiness levels across countries, staff enthusiasm is driving experimentation, though skill shortages and strategic gaps persist. This transformative phase calls for targeted training and structured innovation to fully harness AI potential.
For detailed insights, practical recommendations, and future trends, we recommend reading the full report.
#Travel technology #Smart tourism #Smart destinations #Tourism development #Innovation in tourism #Reports
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