The World Travel Market Ministers Summit, in collaboration with UN Tourism and the World Travel & Tourism Council (WTTC), returned to focus on the growing importance of Artificial Intelligence for the sector.
The Summit featured contributions from Ministers of Tourism from diverse destinations. Taking to the floor in London were Ministers representing more than 20 countries. Providing the voice of the private sector, leaders from Expedia, HBX Group, JTB Corp and SITA, highlighted the importance of enterprise and public-private partnerships.
Opening the timely debate, UN Tourism Executive Director Natalia Bayona said: “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.”
Julia Simpson, President and CEO of the World Travel and Tourism Council, said: “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 10 trillion dollars to the global economy, supporting 330 million jobs. This year, we’re set to break records again. By working hand in glove, we can ensure that Travel & Tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive.”
A Strategic Roadmap for AI in Tourism
In London, Ms. Bayona set out UN Tourism’s vision for the future of the sector. The Strategic Roadmap: AI For Good in Tourism provided the backdrop for the Ministerial debate, while also setting out the work UN Tourism is already doing to transform the sector through the rapid emergence and smart adoption of new technologies:
Research: UN Tourism leads research on the role of AI in tourism. Its most recent analysis, to be published in collaboration with UN Tourism Affiliate Member Saxion University of Applied Sciences, “Artificial Intelligence Adoption in Tourism” sets out key considerations for sector stakeholders. In 2025, UN Tourism will also publish an in-depth analysis across member states to reveal AI adoption, challenges, and strategic recommendations.
Education, Upskilling, and Reskilling: With AI changing the landscape of tourism jobs, both by creating new roles and by necessitating upskilling and reskilling. Ministers debated how such technology can support the creation of jobs while helping the workforce acquire the skills needed to thrive in the future. UN Tourism is currently are enhancing its Tourism Online Academy by integrating advanced AI tools across 10 new courses. These additions will equip tourism professionals with essential resources and capabilities to thrive in an AI-driven industry, including AI-specific courses.
Investment: Discussions at the Ministers Summit emphasized the vital need for investment in AI and wider innovation. UN Tourism is expanding its focus to include non-traditional investments in our national guidelines, emphasizing the role of alternative funding models in bolstering the startup ecosystem. This includes exploring how AI-driven insights can guide and enhance investment strategies, particularly for emerging tourism startups.
Innovation: At World Travel Market, UN Tourism set out its work to support entrepreneurs across the entire tourism value chain in adopting AI and other advanced technologies. Through workshops, partnerships, and dedicated programs, it empowers startups, scaleups and businesses with the tools they need to innovate and succeed in a tech-enabled future.
Leadership and vision: A key part of the Strategy is the creation of a new Global Task Force on Universal Nomenclature for AI in Tourism. This groundbreaking initiative will be a first collaborative effort to standardize AI terminology with key experts from all UN Tourism regions from across the tourism value chain and AI, ensuring clarity and consistency for stakeholders.
UN Tourism Secretary-General Zurab Pololikashvili adds: “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.”
Throughout the Ministers 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.
AI Challenge now open for innovators
Reaffirming its commitment to innovation, in London, UN Tourism also announced the launch of the UN Tourism Artificial Intelligence Challenge. The call is for AI-driven solutions that will shape the future of tourism, with a focus on branding, promotion and marketing, smart destinations, education, and efficient operations.
Looking ahead, UN Tourism will also launch regional awards and capacity-building efforts, to be organized with key partners such as CAF, the Development Bank for Latin America and the Caribbean.
