The World Travel Market Ministers Summit, in collaboration with UN Tourism and the World Travel and Tourism Council (WTTC), highlighted the growing importance of Artificial Intelligence in the tourism industry. 

Natalia Bayona

According to a press statement, the summit featured government representatives from over 20 nations and voices from the private sector including big names like Expedia, HBX Group, JTB Corp and SITA, showcasing the importance of public-private partnerships. 

“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,” said Natalia Bayona, Executive Director, UN Tourism, during her opening remarks for the debate. 

Julia Simpson

“While we must address global issues like climate change and the need for sustainable practices, we also have incredible opportunities ahead. In 2023, our sector contributed nearly USD 10 trillion to the global economy, supporting 330 million jobs. This year, we are set to break records again. By working hand in glove, we can ensure that travel and tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive,” added Julia Simpson, President and CEO of the World Travel and Tourism Council.

The statement adds that during the Summit, UN Tourism stressed the vital importance of ensuring the adoption of AI is inclusive, with all stakeholders, including small and medium-sized enterprises (SMEs) and emerging destinations, able to benefit.

Zurab Pololikashvili

At the event Bayona elaborated on The Strategic Roadmap: AI for Good in Tourism, UN Tourism’s vision for the future of this sector. She also set out the work already been done by the UN Tourism to transform the sector through the rapid emergence and smart adoption of new technologies which includes research on the role of AI in tourism, creation of jobs and development of new roles by upskilling the workforce, and non-traditional investments, amongst others. 

“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,” said Zurab Pololikashvili, Secretary-General, UN Tourism.

The statement adds that going forward UN Tourism will launch regional awards and capacity-building efforts with key partners such as CAF, the Development Bank for Latin America and the Caribbean.