WTTC predicts that AI will play a significant role in shaping the future of travel and tourism.

The World Travel & Tourism Council (WTTC) and Microsoft have released new reports highlighting the significant role of Artificial Intelligence (AI) in shaping the future of the Travel & Tourism sector. According to WTTC, AI has the power to revolutionize how businesses in the industry operate, offering immense opportunities for growth and innovation.

The reports, titled “Responsible Artificial Intelligence (AI): Overview of AI Risks, Safety & Governance” and “Artificial Intelligence (AI): Global Strategies, Policies & Regulations,” emphasize a commitment to a digital future that prioritizes safety, ethical considerations, and responsible AI adoption.

WTTC President & CEO Julia Simpson stated, “In a rapidly evolving landscape, AI emerges as a catalyst for positive change.” The reports were launched during the global tourism body’s participation at the UN General Assembly in New York, marking significant milestones in promoting innovation and excellence in customer experiences through the safe and trustworthy integration of AI.

The reports delve into the potential risks associated with AI deployment and offer strategies for establishing frameworks that promote transparency, accountability, and fairness. They also provide a detailed overview of the AI ecosystem across key countries and international organizations, showcasing how policymakers are navigating the AI landscape to foster innovation while ensuring ethical and responsible use.

Despite the sector’s increasing recognition of AI’s potential, challenges such as AI-skilled workforce shortages persist, highlighting the importance of proactive measures to overcome barriers to adoption. The reports can be accessed through the WTTC’s Research Hub, underscoring the urgent need for Travel & Tourism businesses to embrace AI as a strategic priority and invest in talent to foster collaboration between humans and AI.