Artificial intelligence is no longer a future hypothesis: integrating AI into tourism is now a concrete reality, with tangible effects both on the traveler’s experience and on the daily work of agencies, tour operators and destinations. This is the key message that emerged from the webinar organized by Athics with the participation of Alice Mazzucchelli, professor at the University of Milan Bicocca, and Raffaello Luli, travel tech expert and founder of Semplicissimo.
AI in Tourism: Between Efficiency and Quality
According to data from provider Amadeus, generative AI is already widely adopted in the travel sector and is considered a technological priority by 46% of tech leaders. Tourism companies are approaching AI with two main objectives:
Save time by automating processes such as creating itineraries and quotes.
Improve the quality of service by offering more personalized experiences.
Among the most used tools, ChatGPT stands out, now considered the minimum entry standard, even if the most advanced companies are starting to integrate AI with their internal databases for customized solutions.
Training and New Skills: From “Know-How” to “Know-How to Think”
Integrating AI in tourism does not only mean using new tools, but also developing new skills. As Alice Mazzucchelli highlighted, it is essential to train professionals who are able to:
- Use AI strategically and critically.
- Integrate technologies with human skills (empathy, critical thinking, communication).
- Interpret data and translate it into informed business decisions.
Universities are updating their curricula to respond to the market, introducing modules on data science, prompt engineering e uso strategico dell’AI nel turismo. Esempi concreti vengono dal Master in Tourism Strategy and Management di Bicocca, nato in collaborazione con la Federazione Turismo Organizzato (FTO).
Emerging Figures of AI-driven Tourism
As the sector evolves, new professional profiles are emerging that integrate digital and humanistic skills, including:
- Data Scientist for the analysis of tourist flows.
- Destination Manager with a focus on AI.
- Experts in digital and experiential tourism.
- Specialists in sustainability and regenerative tourism.
- AI Manager, a transversal figure capable of guiding the company towards the conscious adoption of artificial intelligence.
Advice for SMBs: Where to Start?
For small and medium-sized tourism businesses, the advice is clear: start with an analysis of the company’s objectives, then consult with an expert to understand the available technologies. It is not necessary to start with the most advanced tools, but with those that are most useful for your workflow. No-code tools and conversational AI, for example, allow you to optimize resources even with little investment.
Conclusion: AI as Collaboration, not Replacement
The final message is simple but powerful: integrating AI into tourism does not mean replacing humans, but enhancing them. Artificial intelligence can automate and improve many aspects, but it is the human being – with his interpretative capacity, empathy and strategic vision – who gives meaning and direction to technologies. In a world where 85% of future jobs do not yet exist (source Dell Technologies), tourism has the opportunity to lead innovation by focusing on training, awareness and humanity.