Artificial Intelligence (AI) in Tourism – Assessing and Supporting NTOs’ Research & Marketing Operations

The tourism landscape is evolving rapidly as emerging technologies, particularly artificial intelligence (AI), transform how destinations operate, engage with travellers and make strategic decisions. While the potential is significant, not all Europe’s National Tourism Organisations (NTOs) are equally prepared to seize these opportunities. Differences in digital maturity, skills and resources—as well as ethical and regulatory concerns—can hinder progress.

Recognising the power of these tools to drive innovation and efficiency, the European Travel Commission (ETC) launched this new study to explore how AI can support and empower NTOs through shared learning and supporting the exchange of best practices.

Within this report, readers will uncover insights on:

• Use of AI by NTO research and marketing teams
• Key challenges and risk considerations
• Actionable recommendations tailored for NTOs

The study is accompanied by three tailored roadmaps, each designed to help NTOs turn assessment into action by providing targeted recommendations for different levels of AI maturity.