Industry leaders gather at World Travel Market London to discuss the potential of artificial intelligence
Artificial intelligence (AI) is poised to reshape the meetings and events landscape, offering exciting opportunities to enhance efficiency, personalize experiences, and drive sustainability. This was the key takeaway from the recent World Travel Market (WTM) Ministers’ Summit at World Travel Market London, where industry leaders and government officials convened to discuss the future of AI in tourism.
“AI has the power to transform tourism as we know it,” said Jonathan Heastie, Portfolio Director of World Travel Market. “It will enhance the experience for travelers and improve processes for businesses.”
Navigating the Ethical Landscape
While the potential benefits of AI are vast, ethical considerations remain paramount. The industry is actively engaging in discussions with policymakers to ensure responsible development and implementation.
Natalia Bayona, Executive Director of United Nations World Tourism Organization (UN Tourism), revealed that her organization is collaborating with major travel companies like Booking.com and Expedia to develop AI guidelines for governments. “We need to think about addressing the ethical considerations,” Heastie emphasized.
Global Collaboration and Data Integrity
Creating a consistent global regulatory framework for AI presents a challenge. The European Union (EU) recently passed the AI Act, aiming to establish itself as a leader in AI regulation. However, experts stress the need for flexibility and adaptability in the face of rapid technological advancements.
“Governments hate it when they are forced to change the regulations consistently,” cautioned Sherif Fathy, Head of Tourism and Antiquities for Egypt. “You need experts…to monitor the developments of AI and make sure the regulations keep changing accordingly.”
Another critical factor is data integrity. “To use AI properly, you need strong data,” stated Tonci Glavina, Minister for Tourism and Sport for Croatia. “Without that, it can go in the wrong direction, get out of hand.”
AI in Action: Use Cases and Business Cases
The summit highlighted numerous examples of how AI is already being used to improve the meetings and events experience. Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), cited Hilton’s AI-powered “Green Breakfast Initiative,” which significantly reduced food waste.
“Imagine if this became an industry standard and we could help smaller businesses adopt this too,” Simpson urged. “It can help drive the sustainable change we all need.”
The Human Touch: Balancing AI and Personalization
While AI offers powerful tools for automation and efficiency, industry leaders emphasized the importance of maintaining the human element in the meetings and events experience.
“Digitize the necessary, humanize the unnecessary,” advised Sultan M Almusallam, Deputy Minister of International Affairs for Saudi Arabia. “Knowing the stories of people creates unforgettable experiences.”
Haris Theoharis, a member of the Parliament of Greece, added that while AI can help streamline processes and reduce wait times, “the center of the experience is the human element, and this will never change.”
AI for Conservation and Education
The summit also showcased how AI can contribute to sustainability and conservation efforts. Nabeela Farida Koromah Tunis, Minister of Tourism for Sierra Leone, described how AI is being used to support conservation at the Tacugama Chimpanzee Sanctuary.
In Zimbabwe, AI is being employed to train and educate tour guides, enhancing their knowledge and ability to provide enriching experiences for visitors.
The WTM Ministers’ Summit provided a valuable platform for discussing the opportunities and challenges of AI in the meetings and events industry. As AI continues to evolve, collaboration between industry stakeholders and policymakers will be crucial to harness its potential while ensuring ethical and responsible implementation.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by World Travel Market London (WTM)
