~40%
European NTOs with dedicated AI teams or AI monitoring
How far have Europe's national tourism organisations got with AI?
Around 40% of European national tourism organisations have dedicated AI teams or monitor AI use, per the European Travel Commission.
~40%European NTOs with dedicated AI teams or AI monitoring
Note the precise claim: having a team or watching the field is not the same as running AI in operations, and an earlier version of this page conflated the two. Even on the looser reading, three in five national tourism bodies have neither, against travellers who already plan with AI in the majority.
Source
- Reference period
- Geography
- Europe
- Evidence type
- Survey
- Sample
- 29 of 36 ETC member national tourism organisations; the report's wording is "around 40%"
- Last checked
Method
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.
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