Episode 13 – AI or Die – The Wake-Up Call for Tourism Organisations

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Artificial intelligence isn’t coming for the tourism industry — it’s already reshaping it. For local, regional, and state tourism organisations, the question is no longer if you should adapt, but how fast you can move.

In this episode of Untangling Tourism Tech, Liz Ward and Fabienne Wintle explore how AI is transforming the tourism industry. They discuss survey findings on AI adoption, outline strategic priorities for tourism organisations, and emphasize the importance of combining technology with human insight to enhance traveler experiences

Key takeaways include:

1. AI’s Growing Influence in Travel Planning

Recent data indicates that 40% of travelers have used AI tools for trip planning. Platforms like ChatGPT, Google Gemini, and AI-driven itinerary builders are becoming integral to the travel decision-making process. This shift challenges traditional roles of tourism organisations in the travel purchase cycle.

2. Survey Insights on AI Adoption

Our State of AI in Tourism survey revealed:

• 79% of tourism organisations have adopted at least one AI tool.
• Common uses include content creation, social media management, data analysis, and itinerary personalization.
• Confidence in using AI varies, with 38% of organisations feeling comfortable, compared to 19% of operators.
• Challenges include lack of technical expertise (40%) and budget constraints (31%).

3. Strategic Framework for AI Integration

To remain relevant and competitive in an era where AI shapes the travel planning experience, tourism organisations must adopt a dynamic, forward-looking strategy built on these five pillars:

3.1. Agile execution

Move beyond traditional, slow-paced planning cycles. Start with focused, high-impact initiatives that allow for rapid experimentation and adjustment. Whether it’s introducing AI-powered chat support or piloting content restructuring for search engines, momentum matters more than perfection.

3.2. Whole-of-organisation training

AI literacy should extend beyond the marketing team. Equip all levels of your organisation — from front-line staff to senior leadership and board members — with a working understanding of AI tools, their practical uses, and the strategic opportunities they unlock.

3.3. Smart tech collaborations

Instead of reinventing the wheel, partner with trusted AI providers who offer scalable, tourism-ready solutions. Think beyond just tools — look for collaborative partners in chatbot integration, itinerary customisation engines, and generative content optimization that align with your visitor experience goals.

3.4. Clear governance and ethical use

Establish transparent, future-proof policies on AI usage that address content integrity, copyright compliance, and visitor data protection. Make your values known by publishing a public-facing AI ethics and usage statement to build trust with stakeholders and audiences.

3.5. Productivity Through AI Integration

Harness AI not just to automate, but to elevate. Streamline repetitive tasks, personalise visitor interactions, and enhance the effectiveness of your digital marketing. Focus on efficiency gains that free up human talent for creative, strategic work that AI can’t replace.

4. Enhancing Online Presence through GEO

Generative Engine Optimisation (GEO) is essential for visibility in AI-driven search results. By structuring website content with clear headings, FAQs, and schema markup, tourism organisations can improve their chances of being featured in AI-generated summaries. You’ll find more information on how to get started with GEO for Tourism in our recent blog article here.

How ready is your Tourism Business for AI Search? | GEO Readiness Assessment

AI is changing how travellers plan and book. If your tourism business isn’t showing up in ChatGPT, Google AI or Bing Copilot, you’re already behind. Here's what GEO can do.

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5. The Role of Human Touch

Despite technological advancements, the human element remains crucial. Tourism organisations can leverage local knowledge and personalised interactions to provide unique, authentic experiences that AI cannot replicate.

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