UN Tourism Unveils AI Roadmap for Tourism at WTM Ministers Summit
THE WTM MINISTERS SUMMIT HIGHLIGHTED AI’S IMPACT ON TOURISM, SHOWCASING GLOBAL STRATEGIES AND INNOVATIVE SOLUTIONS. LEADERS STRESSED AI’S ROLE IN SUSTAINABLE GROWTH AND INDUSTRY INCLUSIVITY.
The World Travel Market Ministers Summit recently brought together leaders in tourism to discuss Artificial Intelligence’s (AI) impact on the industry. Held in London, the Summit featured UN Tourism, the World Travel & Tourism Council (WTTC), and tourism ministers from over 20 countries. Key leaders from the private sector, including Expedia and SITA, highlighted AI’s critical role in shaping the future of travel.
AI in Tourism: Roadmap Unveiled at WTM Ministers Summit
UN Tourism’s Executive Director, Natalia Bayona, outlined the organization’s roadmap, “AI for Good in Tourism,” underscoring the transformative potential of generative AI in the tourism sector. Bayona highlighted AI’s capacity to enhance decision-making, drive marketing and promotion, and enable hyper-personalized travel experiences. However, she stressed that while AI is a powerful tool, it relies on human intelligence to thrive.
According to WTTC President Julia Simpson, AI presents an opportunity to drive sustainable growth within the industry. Simpson noted that, in 2023, travel & tourism contributed nearly $10 trillion to the global economy and supported 330M jobs worldwide. She encouraged collaboration across sectors to ensure that travel remains resilient, sustainable, and inclusive.
The World Travel Market Ministers Summit also shed light on UN Tourism’s research initiatives focused on AI. Collaborating with Saxion University, UN Tourism is set to release a report, “Artificial Intelligence Adoption in Tourism.” That report will analyze AI’s role and offer strategic recommendations for industry stakeholders. This report, due in 2025, will identify both opportunities and challenges associated with AI adoption.
Education and training are also crucial components of AI integration in tourism. As AI reshapes industry jobs, it creates a demand for new skills and workforce upskilling. In response, UN Tourism is expanding its Tourism Online Academy with 10 new AI-focused courses, equipping professionals with the knowledge to navigate an AI-driven environment.
New Opportunities Through the UN Tourism AI Challenge
Investment in AI technology emerged as a core focus at the WTM Ministers summit. UN Tourism advocates for innovative investment models to support the growth of AI-driven tourism startups. By emphasizing non-traditional funding, such as alternative models and AI-guided strategies, the organization aims to accelerate the startup ecosystem and boost innovation.
UN Tourism is also fostering innovation within the tourism sector through partnerships, workshops, and dedicated programs. These initiatives empower entrepreneurs across the tourism value chain, equipping them with the tools to adopt and leverage advanced technologies.
UN Tourism announced the formation of a Global Task Force on Universal Nomenclature for AI in Tourism at World Travel Market Ministers Summit. This collaborative effort will standardize AI terminology, promoting clarity and consistency across regions. The task force will include AI experts from various regions, ensuring that the industry has a unified approach to AI terminology.
UN Tourism Secretary-General Zurab Pololikashvili emphasized the importance of this initiative, noting that AI’s potential benefits are vast. He envisions an inclusive transformation where destinations, businesses, and workers alike can harness AI’s power. Through combined public and private sector efforts, the organization aims to unlock AI’s full potential.
UN Tourism reaffirmed its commitment to innovation by launching the UN Tourism Artificial Intelligence Challenge. This initiative seeks AI-driven solutions for challenges in branding, smart destinations, marketing, and operational efficiency. With a regional award program planned in partnership with CAF, the Development Bank for Latin America, the challenge will spotlight innovations that promise to shape tourism’s future.
Looking forward, UN Tourism’s capacity-building initiatives, in collaboration with industry partners, will support the widespread adoption of AI. At the WTM Ministers Summit, the organization emphasized its commitment to helping all stakeholders, including SMEs and emerging destinations, benefit from AI advancements.
