This year’s WTM Ministers’ Summit gathered leaders in tourism to discuss the transformative potential of artificial intelligence (AI) for the industry. The consensus was clear: AI can drive significant positive shifts, provided that its integration into tourism is thoughtfully guided.
Held on the second day of World Travel Market London, the summit highlighted the collaborative efforts between key global tourism stakeholders. Partnered with the United Nations World Tourism Organization (UNWTO) and the World Travel & Tourism Council (WTTC), the event underscored the role of tourism leaders in shaping AI-related policies that benefit both industry and society.
Moderated by BBC News Chief Presenter Geeta Guru Murthy, the Summit focused on AI’s transformative power and the ethical considerations governments face when regulating it.
World Travel Market Portfolio Director Jonathan Heastie set the scene in his introduction, observing that “AI has the power to transform tourism as we know it.” He emphasized that AI will not only enhance the travel experience but also improve business processes—although ethical considerations must be addressed.
Natalia Bayona of UN Tourism highlighted that AI guidelines for governments, developed in collaboration with major travel businesses such as Booking.com and Expedia, will be released in January 2025. However, creating a global regulatory framework for AI remains complex.
Nikolina Brnjac from the European Parliament pointed out that Europe had already passed the AI Act in August, the world’s first legal framework on AI. “Europe intends to be the global leader on regulating AI,” she said.
Julia Simpson of WTTC showcased AI’s potential for sustainable tourism, citing Hilton’s AI-powered “Green Breakfast Initiative” as an example. The initiative helped reduce food waste by 62%. She emphasized that AI could become an industry standard, assisting smaller businesses in driving sustainability within tourism.
Haris Theoharis, a member of the Greek Parliament, agreed that AI could enhance the travel experience by optimizing processes such as queue management. He noted that while AI can streamline services, the human element remains central to tourism. “The center of the experience is the human element,” he said.
Another recurring theme was the balance between AI and the human component of tourism. Sultan M Almusallam, Deputy Minister of International Affairs, Saudi Arabia, noted that the Kingdom was “still figuring out how we can use [AI]…but we have agreed one principle: digitize the necessary, humanize the unnecessary.”
He offered an example: “If you have a digitized hotel now, you won’t be able to interact with the people who are serving coffee or helping you with concierge services. Knowing the stories of people creates unforgettable experiences.”
AI’s Role in Conservation and Heritage
Other examples of how AI can help enhance the travel experience were shared by Nabeela Farida Koromah Tunis, minister of tourism for Sierra Leone, who enthused about how AI tools are already not only supporting conservation efforts at attractions such as the Tacugama Chimpanzee Sanctuary but also supporting the country’s move towards sustainable and regenerative tourism.
Her counterpart from Zimbabwe, Barbara Rowdzi, also framed AI as a tool by which the destination can preserve and enhance its tourism cornerstones – heritage and wildlife. As well as tapping AI to help conservation efforts, AI is also being used to train and educate tour guides.
