{
  "@context": "https://schema.org",
  "@type": "Observation",
  "id": "nto-ai-adoption-europe",
  "label": "European NTOs with dedicated AI teams or AI monitoring",
  "question": "How far have Europe's national tourism organisations got with AI?",
  "answer": "Around 40% of European national tourism organisations have dedicated AI teams or monitor AI use, per the European Travel Commission.",
  "value": 40,
  "display": "~40%",
  "unit": "percent",
  "evidence_type": "survey",
  "period": "March–April 2025",
  "period_iso": "2025-03",
  "year_on_year_pct": null,
  "comparison": null,
  "geography": "Europe",
  "topics": [
    "destinations-dmo"
  ],
  "sample": "29 of 36 ETC member national tourism organisations; the report's wording is \"around 40%\"",
  "methodology": "European Travel Commission, Artificial Intelligence in Tourism: Assessing and Supporting NTOs' Research & Marketing Operations, Brussels, July 2025. The report's own wording is «around 40%», which we do not sharpen. Its adoption-stage chart uses a separate seven-point scale.",
  "confidence": "high",
  "verified_against_primary": true,
  "source": {
    "id": "etc",
    "name": "European Travel Commission",
    "type": "trade-association",
    "url": "https://etc-corporate.org/uploads/2025/09/2025_AI-in-tourism_Supporting-NTO-Operations.pdf",
    "homepage": "https://etc-corporate.org/"
  },
  "located_via": null,
  "last_checked": "2026-10-02",
  "page_url": "https://travel.rankwit.ai/data/nto-ai-adoption-europe"
}