SHERIDAN, WYOMING – November 15, 2024 – The World Travel Market Ministers Summit, held in London in collaboration with UN Tourism and the World Travel & Tourism Council (WTTC), highlighted the transformative role of Artificial Intelligence (AI) in the tourism sector. The summit brought together tourism ministers from over 20 countries and private sector leaders from renowned companies like Expedia, HBX Group, JTB Corp, and SITA to discuss the opportunities and challenges presented by AI.
UN Tourism's Vision for AI in Tourism
UN Tourism Executive Director Natalia Bayona emphasized the importance of AI in shaping the future of tourism. "The tourism sector needs to be prepared to make better decisions with the help of generative Artificial Intelligence. Tourism has the ability to create unique stories, and the use of technology for good in marketing and promotion of destinations, digital public infrastructure and education is crucial, and hyper personalization of travel can be our biggest asset. Above all, Artificial intelligence needs human intelligence to be bright."
A Strategic Roadmap for AI in Tourism
UN Tourism presented its "Strategic Roadmap: AI For Good in Tourism," outlining its efforts to leverage AI for the sector's advancement.
- Research: UN Tourism is conducting research on AI's impact on tourism, including an upcoming analysis on "Artificial Intelligence Adoption in Tourism" in collaboration with Saxion University of Applied Sciences.
- Education and Skills Development: Recognizing the changing job landscape due to AI, UN Tourism is integrating advanced AI tools into its Tourism Online Academy, offering 10 new courses to equip professionals with the necessary skills for an AI-driven industry.
- Investment: UN Tourism is expanding its investment guidelines to include non-traditional funding models and exploring how AI can enhance investment strategies for tourism startups.
- Innovation: UN Tourism supports entrepreneurs in adopting AI and other advanced technologies through workshops, partnerships, and dedicated programs.
- Global Collaboration: A new Global Task Force on Universal Nomenclature for AI in Tourism will standardize AI terminology across the sector, ensuring clarity and consistency for all stakeholders.
The UN Tourism Artificial Intelligence Challenge
UN Tourism also announced the launch of the UN Tourism Artificial Intelligence Challenge, calling for innovative AI-driven solutions in areas like branding, promotion, smart destinations, education, and efficient operations.
Collaboration and Inclusivity
Throughout the summit, UN Tourism stressed the importance of public-private partnerships and ensuring that AI adoption is inclusive, benefiting all stakeholders, including small and medium-sized enterprises (SMEs) and emerging destinations.
Looking Ahead
UN Tourism Secretary-General Zurab Pololikashvili expressed his enthusiasm for the future of AI in tourism. "UN Tourism is proud to lead the transformation and future-proofing of our dynamic sector. The rapid emergence of Artificial Intelligence brings many opportunities, for businesses, destinations and workers. By combining the abilities of the public and private sectors, we can ensure AI lives up to its massive potential."
The World Travel Market Ministers Summit and the launch of the AI Challenge demonstrate UN Tourism's commitment to harnessing the power of AI to shape a more innovative, sustainable, and inclusive future for the tourism industry.