UN Tourism

Artificial Intelligence Adoption in Tourism – Key Considerations for Sector Stakeholders

Global Not Applicable

Artificial intelligence (AI) is transforming tourism, enhancing efficiency and reshaping travel experiences. This report explores AI's multifaceted impact, offering insights for industry leaders, policymakers, and academics on current trends, opportunities, and challenges. It emphasizes the need for a collaborative, inclusive approach to AI adoption, given the sector's multi-stakeholder nature. Featuring case studies from UN Tourism Affiliate Members, it highlights diverse AI applications, showcasing how stakeholders can leverage innovations to enhance service delivery and create value in the tourism sector.

Activity Type AI Tools/SolutionsResearch/Reports/AssessmentsInfrastructure/Systems DevelopmentNetworks/Mentorship/Exchange

UN Tourism

AI Monitor: Digital Toolkit and Capacity-Building Programme for Implementing, Monitoring and Reporting on AI Integration in Tourism

Global Not Applicable

The Digital Toolkit and Capacity-Building Programme for Implementing, Monitoring and Reporting on AI Integration in Tourism is a new instrument developed by UN Tourism to support Member States in their digital transition through the strategic adoption of Artificial Intelligence. The toolkit brings together practical guidelines, implementation roadmaps, governance models, reporting templates and dedicated training modules to facilitate the responsible deployment of AI solutions across destinations. Through digital resources, use cases, monitoring indicators and a comprehensive capacity-building component, the initiative provides governments and tourism institutions with a clear and actionable framework to optimize processes, enhance decision-making and strengthen the sector’s competitiveness.
The purpose of the toolkit is to equip countries with the tools and capacities needed to implement, monitor and report AI integration in tourism, ensuring an ethical, safe and effective adoption aligned with UN Tourism’s global recommendations.

Activity Type AI Tools/SolutionsResearch/Reports/AssessmentsAwareness/AdvocacyNetworks/Mentorship/Exchange

ITUUN Tourism

ITU Focus Group on Metaverse and the UN Tourism Task Group on Metaverse Tourism

Global BrazilChinaGreeceJapanKenyaRepublic of KoreaSaudi ArabiaUnited Kingdom

UN Tourism is vice-chair of the ITU Focus Group on Metaverse and leads the Task Group on Metaverse Tourism which attempts to compile a list of possible use cases and applications of technology in the tourism sector and to analyse whether there is a need for standards or guidelines. Recommendations are expected as outputs of the expert discussions.

Activity Type Research/Reports/AssessmentsPolicy/Regulatory GuidanceNetworks/Mentorship/Exchange

UN Tourism

Implementing Artificial Intelligence in Tourism: Guidelines and Recommendations for the Public Sector

Global Not Applicable

Artificial Intelligence is transforming how tourism is planned, managed, and experienced. This UN Tourism report presents a global outlook on responsible AI adoption in the sector, based on insights from the first-ever global AI in tourism survey conducted with Member States. The report introduces the UN Tourism AI Readiness Framework to help governments assess progress and strengthen institutional capacity. Key recommendations call for integrating AI into national tourism strategies, investing in digital talent, promoting ethical governance, fostering public–private collaboration, and building innovation ecosystems. The report positions AI as a catalyst for a more inclusive, sustainable, and future-ready tourism sector.

Activity Type Research/Reports/AssessmentsPolicy/Regulatory Guidance