旅游业中的人工智能：评估并支持国家旅游组织的研究与营销运营

AssessingandSupporting NTO’s Research &Marketing Operations ArtificialIntelligence(AI)in Tourism AssessingandSupporting NTO’s Research & Marketing Operations A report produced forthe European Travel CommissionbyKairos Future Copyright ©2025European Travel Commission (ETC) ArtificialIntelligence (AI)in Tourism-AssessingandSupporting NTO’s Research & MarketingOperations All rights reserved. The contents of this report may be quoted, provided the source is given accurately andclearly. Distribution or reproduction in full is permitted for own or internal use only. While we encourage distribution via publicly accessible websites, this should be done via a link toETC'scorporate website. 1000 Brussels, Belgium Website:www.etc-corporate.org Email:info@visiteurope.com ISSN No:978-92-95107-81-6 This report was compiled and edited byKairos Futureon behalf of the ETCMarket Intelligence Group. www.kairosfuture.com Cover:White humanoid hand on blurred background using globe network hologram with Europe map 3Drendering FOREWORD The rapiddevelopmentofemerging technologiesis reshaping industries around the world,including thetourismsector. For Europe’s National Tourism Organisations (NTOs), these technologiesoffernewopportunitiestoenhanceoperations in research and marketing, drive innovation, improve efficiency and provide solutions to meet evolvingtravel trends. However,it is a reality thatnot all NTOs are equally equipped to take advantage of these developments. Differencesin digital maturity, access to expertise, and concerns around data use, ethics, and regulatory compliance create realobstacles.As such, there is a growing need to bridge these gaps and ensure that all tourism bodiesunlock thebenefits of AI. Tothis end, the European Travel Commission (ETC) launched this study to explore how AI,can be used to strengthenthe capabilities of NTOsand foster knowledge sharing. While these tools are still relatively new, early findingsfromthis studypoint to major gains in both productivity and content quality, especially in communication andknowledge-driven tasks. This report focuses on how such technologies can besuccessfullyapplied within tourism marketing and researchfunctions. It shares lessons from early adopters, outlines potential risks, and presents practical recommendationstailored to the specific context of NTOs. By encouraging shared learning, highlighting responsible AI use, and supporting the exchange of best practices, ETCseeks to foster innovation while ensuring that progress is inclusive. The insights in thisstudyaim to help NTOsconfidently navigate this evolving landscape and unlock the value of AI for smarter, more responsive, and moreresilient tourism strategies. Miguel SanzPresidentEuropean Travel Commission (ETC) Acknowledgements This report was prepared byOlivier Rostang,Lisa Lanå Bolin, Johannes Larsson and Johanna Danielsson(KairosFuture) for the European Travel Commission (ETC). ETCextends its sincere gratitudetoKairos Future’s team fortheir creativity, unwaveringdedication, andexceptionalprofessionalism throughout theduration of theproject. This report forms part of ETC’s ongoing Market Intelligence Programme and wasconductedunder theguidanceofMarieke Politiek(Netherlands Board of Tourism & Conventions (NBTC),Jennifer Iduh,Lyublena Dimova,Menno vanIJssel, Cornelia Keller, Marie Guilleux, Miguel Gallego andDiogoPaciência(ETC Executive Unit), on behalf of ETC’sMarket Intelligence Group (MIG). We thank them for theirvaluableinput and dedication to this project. The successful completion of this project would not have been possible without the activeinvolvementofETC’smemberNational Tourism Organisations(NTOs). We sincerely thank all ETC members who generously contributedtheir timeand insights. In particular, we wish to acknowledge and thank: •All respondents to the ETC Survey onAI in Tourism-Assessing & Supporting NTO’s Research& MarketingOperationscarried out between24thMarch-17th April2025.•ETC members who participated in the exploratory interviewsto help shape thescopeof thequestionnaire.•ETC memberswhoparticipated in follow-up interviews,deepening the understanding of their specificpositionin terms of their AI development, challenges and best practices. Your collective efforts and collaboration have beenfundamentalin the success of thisinitiative.We thank yousincerely. Executive Summary •Artificial intelligence (AI) is already reshaping day-to-day operations across Europe’s National TourismOrganisations (NTOs). A handful of member bodies have emerged as earlyadopters,reportingtangibleproductivityand quality gains.Crucially,employee sentiment is broadly positive:resistance toexperimentation is low, signalling fertile ground for rapid diffusion. •Maturity, however, varies markedly between functions. Marketing departments are generally ahead ofresearchdepartmentsin both adoption and confidence, and the performance gap within marketing teamsis narrower than that observed acro