BEYOND THE HYPE: TIME TO GET PRACTICAL
How can destinations move from experimenting with AI to applying it strategically and meaningfully across tourism? This is the key question explored in “Beyond the Hype – Time to Get Practical”, a new international report by Group NAO that examines how destinations are adopting and integrating AI into their daily work, and what still holds them back.
Over the past 18 months, AI has shifted from novelty to necessity. Almost every professional working in destination marketing and management now uses AI tools, with over half doing so weekly. Yet despite this enthusiasm, only 16% of organisations report having an AI strategy in place. The gap between everyday use and strategic direction is widening, and that gap matters. Without clear leadership and structure, much of AI’s potential to strengthen destination management, storytelling, and service remains untapped.
Drawing on responses from 311 professionals across 157 destination organisations in Europe and North America, the report maps a tourism sector in fast transition. AI use is spreading rapidly for writing, translation, data, and design tasks. Confidence is rising, optimism is strong, and fears of job loss are low. Still, most of this work happens “behind the scenes”: few destinations have yet rolled out AI tools directly for visitors or partners.
The findings reveal that destinations learn fastest when they learn together. Where teams have clear internal processes for AI, confidence and capability rise sharply. The report highlights that structure and leadership, not technology itself, are the true enablers of progress. It also calls for destinations to move from pilots to practice: from subscriptions in tools to real investment in time, frameworks, and purpose.
Beyond the Hype – Time to Get Practical is part of Group NAO’s AI Opener for Destinations programme, developed in partnership with Miles Partnership, City Destinations Alliance, and the European Travel Commission. By comparing data from 2023 and 2025, it tracks how AI adoption is evolving and where destinations can go next.
The message is clear: the future of AI in tourism is not about chasing every new tool but about applying the right ones, responsibly, collaboratively, and with intent. AI can strengthen local capacity, enhance visitor experiences, and free up time for creativity and connection. But it will only do so if destinations treat it as strategy, not experiment.
Download the full report to explore how destinations across Europe and North America are navigating this shift, and what your organisation can learn from their progress.
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