Destinations and DMOs

Destination organisations are the clearest case of the industry trailing its own audience. In the same survey month, 54% of travellers had used AI to plan a trip and 22% of destination organisations offered any AI planning capability on their own site.

The organisations know it. Nearly three-quarters of DMO leaders say that failing to adopt AI within two years puts their destination's relevance at risk. Only about a quarter have written an AI strategy down.

Europe's national tourism organisations sit in the same place at country scale: around 40% have a dedicated AI team or monitor AI use. Resource and skills constraints, not scepticism, are the binding limit the European Travel Commission identifies. Its report publishes no sub-regional breakdown, so there is no east–west or north–south reading to be taken from it.