AI momentum builds across Europe’s national tourism boards
Artificial intelligence is rapidly reshaping Europe’s travel sector, including national tourism boards. The European Travel Commission (ETC) just released a new mapping study on how National Tourism Organizations (NTOs) are adopting AI, highlighting strong staff enthusiasm but also skill gaps and strategy shortfalls.
The research, carried out by Kairos Future, surveyed ETC members on AI adoption, benefits, and governance. It found that day-to-day operations are already shifting, with a few destinations acting as early adopters and reporting measurable productivity and quality gains. Key takeaways include:
-
Early movers, many testers: A small group of NTOs is embedding AI, while most are running short pilots to test feasibility.
-
Employees on board: Staff show high curiosity and low resistance.
-
Marketing leads: Marketing teams see clearer use cases—like automated content creation—and report higher maturity than research teams, which remain in exploratory mode.
-
Need for investment and training: Limited AI expertise, sparse training, and lack of a roadmap remain major hurdles.
Marketing departments are the most advanced, with 72% already using AI for tasks such as copywriting and internal process improvements. Research teams use AI for sentiment analysis, translation, coding, and transcription but generally view it as experimental.
The report urges NTOs to dedicate time for experimentation. They should also provide role-specific upskilling with internal early adopters as peer instructors. And finally, scale budgets in line with pilot results.
“AI offers new opportunities for Europe’s National Tourism Organizations to enhance their operations,” said ETC President Miguel Sanz. “We’re seeing a wave of experimentation driven by real enthusiasm but uneven capacity. Shared learning and structured innovation are key to unlocking AI’s value.”
The study also reviews upcoming regulations such as the EU AI Act and outlines three scenarios for knowledge work over the next decade. ETC will consequently continue to support members through workshops and peer-learning labs.
Download the full report: https://etc-corporate.org/reports/artificial-intelligence-ai-in-tourism-assessing-and-supporting-ntos-research-marketing-operations/
Related News Stories: Smarter Reservations: AI, Customer Experience, and Dylan ... Agoda launches AI-powered hotel assistant Qantas launches loyalty pact with Hawaiian Airlines Revamped 'Incredible India' digital app includes now AI travel tool Global Travel Collection's Third Annual London Summer Soirée ... Challenge Tour selects HotelPlanner as Title Partner VisitBritain in China to boost high end inbound tourism China Airlines launches new Status Points Program Carnival adds 2026/27 Bahamas cruises Over 10,000 European hotels against pricing practices of Booking.com
TravelMole Editorial Team
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
France prepares for a massive strike across all transports on September 18
Turkish tourism stalls due to soaring prices for accommodation and food
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt