In September 2025, the European Travel Commission (ETC) published the results of its survey on the use of artificial intelligence by European National Tourism Organizations (NTOs). According to the study, NTOs have not yet developed formal AI strategies, despite executive-level support for the widespread use of AI.
The research, which involved 29 organizations, showed that AI is already actively shaping the day-to-day operations of organizations, particularly in the areas of marketing, content generation, research, and translation. At the same time, there are significant differences in the digital skills, expertise, and resources of NTOs. The lack of internal expertise and the need for structured training are the main obstacles, while the use of generative AI based on large language models is becoming increasingly important in marketing and research.
The report highlights the need for targeted training and gradual budgetary support for AI integration. The ETC also provides three tailored guidelines to help NTOs put the findings of the survey into practice. The study aims to provide tourism organizations with practical, step-by-step tools for the effective use of artificial intelligence and the promotion of knowledge exchange, thereby increasing the efficiency and innovation capacity in the tourism sector.