人工智能在旅游业中的应用——评估及支持NTO的研究和营销运营

AssessingandSupporting NTO’s Research &Marketing Operations ArtificialIntelligence(AI)in Tourism AssessingandSupporting NTO’s Research & Marketing Operations A report produced forthe European Travel Commission 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 and While we encourage distribution via publicly accessible websites, this should be done via a link toETC's Published by the European Travel Commission Rue du Marché aux Herbes, 61,1000 Brussels, BelgiumWebsite:www.etc-corporate.orgEmail:info@visiteurope.comISSN No:978-92-95107-81-6 This report was compiled and edited byKairos Future www.kairosfuture.com Cover:White humanoid hand on blurred background using globe network hologram with Europe map 3Drendering Image ID:1097626520Copyright:Licence StandardShutterstock FOREWORD The rapiddevelopmentofemerging technologiesis reshaping industries around the world,including thetourismsector. For Europe’s National Tourism Organisations (NTOs), these technologiesoffernewopportunitiestoenhance 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 real 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 and 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 recommendations 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 more Miguel SanzPresident 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’s 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 contributed 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. Your collective efforts and collaboration have beenfundamentalin the success of thisinitiative.We thank you 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,reportingtangible •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 across research teams. Practitioners in marketing report more immediate, •Across both functions, the most urgent enabler is skills development. Staff require structured, role-specifictraining to move beyond ad-hoc tool use and unlock AI’s full potential. After basic capability building, thepriorities diverge. Research teams need clearer insight into what AI can achievefor their tasks; without thisvision, experimentation risks stalling. Marketing teams, by contrast, call for stronger leadership and a •Organisation-wide barriers likewise reflect these themes. The single greatest hurdle is a scarcity of in-houseAI expertise. For research departments, the next obstacle is the absence of a well-defined AI roadmap. For •Targeted investment in training, coupled with strategic guidance for research and budgetary support formarketing, will accelerate responsible AI adoption, cl