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Empowering European Tourism: AI as a Tool for Human-Centric Growth

News

07 October 2025

Empowering European Tourism: AI as a Tool for Human-Centric Growth

Adventure tourism

Coastal, maritime and inland water tourism

Cultural tourism

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Explore how the European tourism sector is leveraging AI to enhance visitor experiences and support small businesses. With a focus on ethical and transparent use, these advancements aim to preserve the authenticity and resilience of destinations.

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Authors

Editorial team

Topics
Geographical descriptors

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

Organisation Type

Academic / Research and VET Institutions

Business Support Organisation

Company with 250 or more employees

Cluster Organisations

Consumer Organisations

Cultural and Heritage Organisations

Destination Management & Marketing Organisations

EU Institutions

Financial Institutions and Investors

Industry Associations and Chambers of Commerce

International Organisations

Local Authorities

Media / Journalist Organisations

National authorities

Networks and Federations / Confederations

NGOs / Non-profits

Notified Bodies

Regional Authorities

SMEs (a company with less than 250 employees)

Social Economy Entity

Trade Unions

Other

  • Specific types of tourism

    • Adventure tourism

    • Coastal, maritime and inland water tourism

    • Cultural tourism

    • Ecotourism

    • Education tourism

    • Festival tourism

    • Gastronomy tourism

    • Health and medical tourism

    • MICE tourism

    • Mountain tourism

    • Religious tourism

    • Rural tourism

    • Sports tourism

    • Urban/city tourism

    • Wellness tourism

  • Transition Pathway Strategic Areas

    • Changes in tourism demand and opportunities

    • Digitalisation of tourism SMEs and destinations

    • Innovative tourism services

    • R&I on digital tools for tourism

  • Business activities

    • Activities of amusement parks and theme parks

    • Activities of associations and other organisations supporting tourism

    • Air passenger transport

    • Camping grounds, recreational vehicle parks and trailer parks

    • Events catering and other food services

    • Festivals, cultural and entertainment activities

    • Gardens and nature reserves activities

    • Holiday Housing / Apartments and other short stay accommodation

    • Hotel and similar accommodation

    • Mobile beverage services

    • Mobile food services

    • Museums

    • Operation of historical sites

    • Other

    • Other accommodation

    • Other amusement and recreation activities

    • Other food and beverage services

    • Other holiday reservation services

    • Other tourism transportation activities

    • Rail Passenger transport

    • Recreational and sport activities

    • Restaurants, cafes and bars (Food and Beverage serving activities)

    • Road passenger transport

    • Tour operator activities

    • Travel agency activities

    • Water (sea, coastal and inland) passenger transport

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In the evolving landscape of European tourism, artificial intelligence (AI) is playing a transformative role by enhancing local experiences and aiding small and medium-sized enterprises (SMEs). Guided by European Union (EU) principles, AI implementation in destinations like Valencia focuses on transparency, inclusiveness, and sustainability.

Initiatives such as the Tourism Data Space and Tourbit help reduce adoption barriers, though challenges like digital skills gaps and ethical concerns persist. This forward-thinking approach highlights the importance of AI in strengthening the tourism sector without compromising its human-centric values.

Dive into the article to learn more about how AI is reshaping European tourism's future.

#Sustainable tourism #Ethical tourism #EU Tourism Strategy #Destination management #Smart tourism #Innovation in tourism

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