欧洲旅游委员会：2025年旅游业人工智能应用报告：评估并支持NTO的研究与营销运营工作（英文版）

The tourism landscape is evolving rapidly as emerging technologies, particularly artificial intelligence (AI), transform how destinations operate, engage with travellers and make strategic decisions. While the potential is significant, not all Europe’s National Tourism Organisations (NTOs) are equally prepared to seize these opportunities. Differences in digital maturity, skills and resources—as well as ethical and regulatory concerns—can hinder progress.Recognising the power of these tools t