Samenvatting

In an era of rapid technological advancement, artificial intelligence (AI) has emerged as a revolutionary force,
reshaping industries and redefining human interactions with technology. The tourism sector, known for its
dynamic nature and customer-centric focus, stands at the forefront of this AI-driven transformation. From
personalized travel recommendations to automated hotel services, AI is not just enhancing operational efficiency
but fundamentally altering the way travellers experience their journeys.
This report delves into the multifaceted impact of AI on the tourism sector and, in particular, the hospitality industry. It
aims to provide stakeholders – including industry leaders, policymakers, technologists and academics – with a
thorough understanding of the current landscape, future possibilities and critical considerations surrounding AI
adoption in this sector. Subsequently, it provides key considerations at a general scale and recommendations for specific stakeholders in the tourism supply chain.
Given the current – and potential wide-range – possibilities of AI, and the multi-stakeholder nature of the tourism sector itself, it is important that the implementation of AI in this sector follows a collaborative and inclusive approach. To this end, the publication
includes a set of case studies provided by UN Tourism Affiliate Members that reflect diverse applications of AI in tourism, showcasing how various stakeholders can benefit from and adopt AI-driven innovations.