The World Travel Market Ministers Summit, in collaboration with UN Tourism and the World Travel & Tourism Council (WTTC), returned to focus on the growing importance of Artificial Intelligence for the sector.

The Summit featured contributions from Ministers of Tourism from diverse destinations. Taking to the floor in London were Ministers representing more than 20 countries. Providing the voice of the private sector, leaders from Expedia, HBX Group, JTB Corp and SITA, highlighted the importance of enterprise and public-private partnerships.

Opening the timely debate, UN Tourism Executive Director Natalia Bayona said: “The tourism sector needs to be prepared to make better decisions with the help of generative Artificial Intelligence. Tourism has the ability to create unique stories, and the use of technology for good in marketing and promotion of destinations, digital public infrastructure and education is crucial, and hyper personalization of travel can be our biggest asset.  Above all, Artificial intelligence needs human intelligence to be bright.”

Julia Simpson, President and CEO of the World Travel and Tourism Council, said: "While we must address global issues like climate change and the need for sustainable practices, we also have incredible opportunities ahead. In 2023, our sector contributed nearly 10 trillion dollars to the global economy, supporting 330 million jobs. This year, we're set to break records again. By working hand in glove, we can ensure that Travel & Tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive."