Europe’s Tourism Agencies Report High AI Interest But Low Use: Exclusive

Key Points

• European tourism agencies show strong interest in AI but have limited operational adoption beyond marketing and translation tasks.
• Barriers to further AI implementation include lack of expertise, training, and clear regulatory guidance, with many relying on informal, self-taught methods.
• The European Travel Commission recommends increased funding and structured programs for AI, as inbound tourism demand continues to grow across the EU.

Summary

A new European Travel Commission survey reveals that while most European national tourism agencies are experimenting with AI, few have moved beyond initial phases of adoption. Marketing departments are the primary users, leveraging AI for content creation and translation, but other departments lag due to limited expertise, training, and regulatory uncertainty. The report urges more funding, structured innovation, and sharing of best practices as tourism demand in Europe remains robust.