As artificial intelligence continues to transform industries worldwide, the Australian tourism sector is at a major turning point. To help our industry understand how AI is being adopted and what the future holds, we’ve launched The State of Artificial Intelligence in Tourism 2025 Edition – a national survey-based report uncovering trends, opportunities, and challenges for tourism operators and destination marketing organisations (DMOs).
This first-of-its-kind report captures the voices of 90 tourism organisations across Australia, including local operators, councils, regional tourism bodies, and national-level DMOs. It offers a rare snapshot of where the industry stands and what needs to happen to close the growing gap between early adopters and those being left behind.
The research shows a split in how AI is being used based on the role of the organisation:
There’s a noticeable gap emerging between those embracing AI and those who aren’t sure where to begin. Operators often cite lack of time, money, and training as major hurdles — all fixable with the right support.
Content creation (59%) and social media management (39%) are the most common AI use cases across the board. For operators, AI helps speed up content development and deliver more tailored guest experiences.
With travellers turning to AI-powered tools like Trvlr.ai, GuideGeek and ChatGPT to plan and book trips, DMOs need to redefine their role in the purchase cycle. That means integrating bookable itineraries, improving online experiences, and staying visible in AI search results.
Whether you’re a tourism operator, DMO, or industry partner, this report will help you stay ahead of the curve.
Let’s make sure no one in our industry gets left behind as AI reshapes the visitor economy. The time to act is now.
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