Keynote ENTER26: Tourism courses should embrace AI

In this article, you can read about how UN Tourism is reinventing itself, why AI is rapidly becoming a dominant force in consumer travel behaviour, and what major challenges lie ahead in the areas of education and the labour market. We also look at the concrete initiatives being developed by UN Tourism, from global training programmes to AI tools, which are helping countries and destinations to become future-proof. The choices being made now in the areas of education, technology and cooperation will determine how tourism develops in the coming decades.

A new role for UN Tourism in a rapidly changing world

His presentation showed that UN Tourism has undergone a major transformation in recent years. The innovation department has only been in existence since 2018, but now plays a key role in international cooperation on technology and data-driven tourism. The organisation works closely with other UN organisations and supports countries worldwide in understanding the impact of tourism on the economy, society and the environment.

Lopez de Avila emphasised that digitalisation is no longer a choice for countries, but a necessary condition. Tourists expect digital services, seamless information provision and, increasingly, AI-driven support.

Consumers have already embraced AI, now it's up to businesses

One of the most striking insights Antonio shared is the rapid adoption of AI by travellers. According to UN Tourism data, 70% of tourists already use AI to discover attractions before or during their trip, 58% to save time when planning, and 40% to find new destinations. 

These figures illustrate how natural AI has become for travellers. Consumers are already fully accustomed to chatbots, real-time recommendations and smart planning assistance. The pressure is now on destinations and businesses to keep up, which is still proving to be a challenge in many countries. Lopez de Avila therefore refers to AI as both an opportunity and a risk. The technology offers unprecedented opportunities in terms of personalisation, efficiency and sustainability, but without proper education and training, the gap between frontrunners and laggards can quickly widen.

Tourism is a global job engine but has a training problem

His presentation shows that tourism is one of the largest employers worldwide, with around 300 million jobs. Yet the sector is struggling with a mismatch between current and required skills. In some regions, such as Africa and Southern Africa, as many as 70% of workers are underqualified. Even in Europe, the figure is still 25%. Lopez de Avila argues that this shortage poses a direct threat to the future of the sector. The rapid rise of AI and digital systems makes training more urgent than ever: without training, there is a risk that employees will be overtaken by technological developments. According to him, training the current and future workforce is the key to sustainable growth and quality jobs.

The UN Tourism Education Academy: a global training engine

To meet these challenges, UN Tourism is investing heavily in education. The organisation works with a ‘360° education strategy’, ranging from secondary education to international certifications. The UN Tourism Academy, based in Andorra, has been training professionals worldwide since 1998 and collaborates with universities, governments and companies.

One of the most successful initiatives is the Tourism Online Academy. This digital learning environment offers more than 50 courses in different languages and also gives disadvantaged groups access to quality education through scholarships. Even residents of remote villages in Peru or Nepal can be trained in tourism skills and basic knowledge about AI via WhatsApp modules. According to Lopez de Avila, this is essential to making tourism truly inclusive. Bringing digital education to the most remote regions democratises participation in the sector.

Collaboration with universities and the need for a new curriculum

He also emphasised the need to revamp tourism education programmes. UN Tourism investigated why the number of tourism students is declining. One important reason is that 60% of young people believe that AI could take over their future jobs. At the same time, companies indicate that limited digital skills are the biggest challenge for the sector. 

That is why Lopez de Avila advocates a revised curriculum in which AI competencies, digital skills, ethics, sustainability and design thinking are given a permanent place. In addition, the gap between universities and industry must be narrowed. Too often, students are still being trained for a sector that has not existed for years.

Innovation platforms and AI tools for countries and villages

UN Tourism is also developing practical tools for entrepreneurs. For example, the organisation has developed an AI-based self-assessment tool that helps destinations determine how far they are from an ideal tourism development model. A similar tool for countries is under development.

In addition, UN Tourism is working on the first Tourism GPT, a closed AI model that provides access to all the validated knowledge that UN Tourism has built up over decades. This should help researchers, policymakers and businesses generate insights more quickly and work in a more targeted manner.

Conclusion: tourism is at a turning point

The core of Antonio Lopez de Avila's message is that tourism is at a crossroads. AI, digitalisation and globalisation are radically changing the sector, but they also offer enormous opportunities for growth, quality and inclusion. The key lies in collaboration and education. Countries, educational institutions and businesses must work together to make the sector future-proof.

UN Tourism is positioning itself as a guide, connector and catalyst – from developing AI tools to training thousands of professionals worldwide. If the sector makes the right choices, tourism can become an even more powerful engine for sustainable development in the 21st century.