Latest News

Back to Latest News back

 

World Travel Market Ministers Summit spotlights transformational role of Artificial Intelligence

World Travel Market Ministers Summit spotlights transformational role of Artificial Intelligence
November 8, 2024

World Travel Market Ministers Summit spotlights transformational role of Artificial Intelligence

The World Travel Market Ministers Summit, in collaboration with UN Tourism and the World Travel & Tourism Council (WTTC) has spotlighted the growing importance of Artificial Intelligence for the tourism industry.

Throughout the Ministers Summit, UN Tourism stressed the vital importance of ensuring the adoption of AI is inclusive, with all stakeholders, including small and medium-sized enterprises (SMEs) and emerging destinations, able to benefit.

Reaffirming its commitment to innovation, UN Tourism also announced the  launch of the UN Tourism Artificial Intelligence Challenge. The call is for AI-driven solutions that will shape the future of tourism, with a focus on branding, promotion and marketing, smart destinations, education, and efficient operations.

The World Travel Market Ministers Summit featured contributions from Ministers of Tourism from diverse destinations. Taking to the floor in London were Ministers representing more than 20 countries. Providing the voice of the private sector, leaders from Expedia, HBX Group, JTB Corp and SITA, highlighted the importance of enterprise and public-private partnerships.

Opening the timely debate, UN Tourism Executive Director Natalia Bayona (pictured above) noted “the tourism sector needs to be prepared to make better decisions with the help of generative Artificial Intelligence. Tourism has the ability to create unique stories, and the use of technology for good in marketing and promotion of destinations, digital public infrastructure and education is crucial, and hyper personalization of travel can be our biggest asset.  Above all, Artificial intelligence needs human intelligence to be bright.”

Julia Simpson, President and CEO of the World Travel and Tourism Council added "while we must address global issues like climate change and the need for sustainable practices, we also have incredible opportunities ahead. In 2023, our sector contributed nearly 10 trillion dollars to the global economy, supporting 330 million jobs. This year, we're set to break records again. By working hand in glove, we can ensure that Travel & Tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive."

A Strategic Roadmap for AI in Tourism
In London, Bayona set out UN Tourism's vision for the future of the sector. The Strategic Roadmap: AI For Good in Tourism provided the backdrop for the Ministerial debate, while also setting out the work UN Tourism is already doing to transform the sector through the rapid emergence and smart adoption of new technologies:

Research: UN Tourism leads research on the role of AI in tourism. Its most recent analysis, to be published in collaboration with UN Tourism Affiliate Member Saxion University of Applied Sciences, "Artificial Intelligence Adoption in Tourism" sets out key considerations for sector stakeholders. In 2025, UN Tourism will also publish an in-depth analysis across member states to reveal AI adoption, challenges, and strategic recommendations.

Education, Upskilling, and Reskilling: With AI changing the landscape of tourism jobs, both by creating new roles and by necessitating upskilling and reskilling. Ministers debated how such technology can support the creation of jobs while helping the workforce acquire the skills needed to thrive in the future. UN Tourism is currently enhancing its Tourism Online Academy by integrating advanced AI tools across 10 new courses. These additions will equip tourism professionals with essential resources and capabilities to thrive in an AI-driven industry, including AI-specific courses.

Investment: Discussions at the Ministers Summit emphasised the vital need for investment in AI and wider innovation. UN Tourism is expanding its focus to include non-traditional investments in national guidelines, emphasising the role of alternative funding models in bolstering the startup ecosystem. This includes exploring how AI-driven insights can guide and enhance investment strategies, particularly for emerging tourism startups.

Innovation: At World Travel Market, UN Tourism set out its work to support entrepreneurs across the entire tourism value chain in adopting AI and other advanced technologies. Through workshops, partnerships, and dedicated programs, it empowers startups, scaleups and businesses with the tools they need to innovate and succeed in a tech-enabled future.

Leadership and vision: A key part of the Strategy is the creation of a new Global Task Force on Universal Nomenclature for AI in Tourism. This groundbreaking initiative will be a first collaborative effort to standardise AI terminology with key experts from all UN Tourism regions from across the tourism value chain and AI, ensuring clarity and consistency for stakeholders. 

UN Tourism Secretary-General Zurab Pololikashvili added "UN Tourism is proud to lead the transformation and future-proofing of our dynamic sector. The rapid emergence of Artificial Intelligence brings many opportunities, for businesses, destinations and workers. By combining the abilities of the public and private sectors, we can ensure AI lives up to its massive potential."

Related Articles

21st October 2024 - Generative Artificial Intelligence is priority for Asia Pacific tourism sector but with emerging challenges

18th April 2024 - Artificial Intelligence has potential to shape future of tourism industry

11th February 2024 - Regent Taipei among hotels adopting Artificial Intelligence Food Waste Systems

30th January 2024 - Artificial Intelligence to have transformative impact on tourism industry

15th November 2023 - Artificial Intelligence to drive growth in global theme parks and attractions


Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

SLE WORLDWIDE AUSTRALIA PTY LTD

SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…

read more

Insurance / Venues

 
 

Pico Play

Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…

read more

Attractions / Consultants / Design / Recreation / Tourism

 
 

Parkequip

Parkequip is an approved supplier under the NSW LGP Contract 308 for a range of products including play equipment, shade, shelters, safe fall, park furniture and school outdoor seating. All materials…

read more

Fitness / Parks / Play / Recreation / Surfaces

 
 

HIDROPLAY

Hidroplay welcomes you to the exciting world of children's Playscapes, waterslide's and Water Attractions. Appealing to families, Hidroplay increases patronage in your facility during those…

read more

Aquatics / Play / Recreation

 
 

WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks

 
 

revolutioniseSPORT

revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Recreation / Sport / Technology

 
 

Links Modular Solutions

Links Modular Solutions was a leading provider of high-quality, innovative software solutions for aquatic and recreation facilities. Links Modular Solutions is now part of Xplor Technologies.

read more

Access / Billing / Finance / Fitness / Technology

 
 

Worldwide Sports Management

Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…

read more

Aquatics / Consultants / Recreation / Sport / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business