event11 November nest_clock_farsight_analog04:00pm-04:50pm pin_drop Hall #6 language Italian

DMOs and the Challenge of AI – Initial Findings from the TC4AI Research Project

Today, 60% of travelers rely on artificial intelligence to choose their destination and plan their trip—a figure that has doubled in just one year.

Faced with this unprecedented acceleration, the Italian tourism industry must defend and promote its “semantic capital”—the true key to our competitive advantage in the new digital ecosystem. But how can we translate the richness and values of our region into a format that machines can truly understand and amplify?

This panel explores the crucial challenge of innovation by presenting the initial findings of the TC4AI (Tourism Contents for Artificial Intelligence) research project, carried out in scientific collaboration with IULM University.

The heart of the debate is understanding how the tourism sector can and should become AI-ready and machine-readable to generate new business opportunities. By analyzing the impact of generative and agent-based AI on policies, organization, and the skills of destination management organizations (DMOs), the event will move beyond theory to offer concrete insights.

By combining experiments on leading linguistic models with direct field research, the panel will provide public and private decision-makers with a strategic compass to navigate change and turn the artificial intelligence revolution into a tangible competitive advantage.