Artificial Intelligence in Tourism: Innovation, Ethics, and Digital Transformation

Artificial intelligence is rapidly transforming the tourism industry, influencing how services are designed, delivered, and experienced. From personalised recommendations and automated customer support to data-driven decision-making and content generation, AI is reshaping customer expectations and the daily work of tourism professionals. As the sector continues its digital transition, tourism workers, businesses, and future professionals need practical knowledge and skills to understand, use, and evaluate AI in responsible and effective ways.

This training course is designed to strengthen the competences of tourism professionals, tourism workers, young people preparing for careers in tourism, VET providers, and SMEs in the tourism sector. It supports participants in understanding how AI systems function, where they can be applied in tourism contexts, and how they can contribute to service innovation, business development, and customer engagement.

The course also places strong emphasis on the ethical and responsible use of AI, helping participants reflect on issues such as transparency, data use, human oversight, bias, and customer trust. At the same time, it supports the digital transition of tourism SMEs by introducing practical, sustainable, and cost-effective ways to adopt AI-based tools and solutions.

Specifically, the training course will focus on the following:

• Introduction to Artificial Intelligence in Tourism
  Understanding what AI is, how it works, and why it is becoming increasingly important in tourism services, operations, and customer interaction.
• AI Literacy for Tourism Professionals
  Building foundational knowledge on AI systems, their functions, limitations, and practical applications within the tourism industry.
• AI and Changing Customer Expectations
  Exploring how AI influences traveller behaviour, service expectations, personalisation, and the overall customer experience.
• Generative AI for Tourism Content and Service Design
  Learning how generative AI tools can support the creation of promotional content, itineraries, customer communication, and innovative visitor experiences.
• Data-Driven Insights and Decision-Making
  Understanding how AI can support tourism businesses in analysing trends, visitor preferences, and service performance to improve decision-making.
• Automation and Smart Service Delivery
  Exploring how automated systems such as chatbots, booking support tools, and smart recommendation engines can enhance efficiency and responsiveness.
• Innovation and Creativity in Tourism through AI
  Encouraging participants to experiment with AI tools in order to develop, adapt, or refine tourism products and services.
• Ethical and Responsible Use of AI in Tourism
  Addressing key ethical issues such as privacy, bias, transparency, accountability, and the importance of maintaining a human-centred approach to service delivery.
• AI Adoption for Tourism SMEs
  Providing practical guidance for small and medium-sized tourism businesses on selecting, introducing, and using AI-based solutions sustainably and cost-effectively.