Europe’s Tourism Agencies Report High AI Interest But Low Use: Exclusive

European tourism agencies are struggling to move beyond experimental phases with artificial intelligence, even as their marketing departments embrace the technology for content creation and translation tasks, according to a new industry report.

The European Travel Commission will release on Thursday the results of a survey of national tourism organizations about the state of AI adoption in tourism. The survey revealed a gap between interest and implementation, Skift exclusively learned.

The survey found that 93% of national tourism boards across Europe have at least dabbled with AI tools, but few are integrating AI tools into their operations and daily work.

"What we are seeing is a wave of experimentation driven by real