Tourism Boards Embrace AI
More national tourism organizations (NTOs) in Europe are embracing AI in their operations, a European Travel Commission (ETC) study confirms. For instance, marketing teams are using artificial intelligence for tasks such as copywriting, data analysis, customer engagement, and translations.
More importantly, many NTO workers are eager to use artificial intelligence. In fact, more than 70% of surveyed staff were enthusiastic about experimenting with AI, according to an ETC-Kairos Future report. Hence, most organizations are launching small pilot projects to test AI’s potential.
How AI is Shaping Travel Marketing
Overall, marketing departments are leading adoption. Specifically, they deploy artificial intelligence to generate content, automate translations, and analyze traveler sentiment. As a result, this work accelerates campaign turnaround times.
Furthermore, productivity gains are visible. One early-adopter NTO reported that AI reduced routine writing tasks by nearly 40%, freeing staff for strategic planning. In addition, transcription and coding support tools are easing workloads across teams.
Notably, staff resistance appears minimal. Instead, employees view AI as a practical aid, not a replacement. Therefore, momentum continues to build.
Gaps in Strategy and Skills
Nevertheless, barriers remain. Many NTOs lack formal artificial intelligence strategies, leaving projects fragmented. Consequently, most initiatives remain in pilot mode.
Additionally, skill shortages hinder progress, as few staff have advanced training in prompt engineering, data handling, or AI ethics. Without targeted learning, scaling AI becomes difficult.
Budget limits also constrain progress. Several tourism boards cite tight financial conditions, preventing investment in specialized platforms or dedicated teams. Thus, adoption risks stagnating without stronger support.
As an ETC report notes, “Encouraging shared learning, highlighting responsible AI use, and supporting the exchange of best practices, ETC seeks to foster innovation while ensuring that progress is inclusive.”
“The insights in this study aim to help NTOs confidently navigate this evolving landscape and unlock the value of AI for smarter, more responsive, and more resilient tourism strategies.”
Moving Forward
The ETC study outlines three key steps. First, organizations should allocate time for structured experimentation through hackathons, workshops, or sprint projects. Through this process, teams can develop specific prototypes to use artificial intelligence for their organization’s objectives.
Second, leaders must deliver role-specific training so staff can apply AI tools effectively. Third, successful pilots should transition into scaled projects with sustained budgets.
Importantly, peer learning plays a role. Early adopters can mentor colleagues, spreading expertise faster. As a result, AI competence grows across the organization.
Toward a Strategic AI Future
Europe’s tourism boards are positioned for transformation. Yet progress depends on overcoming structural gaps in planning, skills, and funding. Therefore, industry collaboration and support from European institutions will be essential.
The ETC is preparing follow-up webinars, including one on September 17, to help members refine strategies. Correspondingly, these sessions will showcase practical case studies.
Ultimately, AI offers enormous promise for enhancing Europe’s global tourism competitiveness. However, success requires deliberate action, clear strategy, and sustained investment. With the right steps, national tourism organizations can move from pilots to full-scale innovation.
