This January marks the beginning of a long journey I’ve been preparing for over many years. I’ve officially started my PhD, and as part of the process, I’ve committed to documenting the road ahead. This is not just for myself but also for others working in tourism, place-making, and digital strategy. This isn’t a formal progress report. It’s more like a public journal entry that reflects what it means to transition from full-time practitioner to part-time researcher without stepping out of the professional role. My research focuses on how artificial intelligence (AI) can be used in tourism in a way that respects local values, strengthens regional governance, and builds trust among both visitors and residents. To make that concrete, I’m developing something called the AI Readiness and Ethical Targeting Toolkit , or AIRETT . The goal is to support destination marketing organisations (DMOs), especially those in rural  regions like Northern Finland, in making informed, ...

The future of destination marketing is unfolding before our eyes, and artificial intelligence (AI) is leading the charge. AI is no longer a futuristic concept—it is a transformative tool redefining how cities, regions, and countries attract, engage, and retain visitors. At the recent CityDNA CEO Meeting in Monaco , industry expert Sam Benini delivered a compelling lecture on AI’s role in tourism, offering insights into the technology’s economic impact, applications, and challenges. At Visit Oulu , we are not just observing these changes—we are actively shaping them. Our team is deeply engaged in studying AI opportunities for tourism marketing , with the ambition of positioning Oulu as a trailblazer in AI-driven destination promotion . To push this vision forward, we are participating in AI Opener for Destinations by Group NAO , a groundbreaking initiative exploring AI’s role in the future of travel. AI’s Role in Destination Marketing Benini’s lecture painted a vivid picture of AI’s t...

I am happy to share that I am embarking on a new chapter in my academic and professional journey: pursuing a PhD! My first step in this journey is completing the Diploma in Advanced Research, a foundational milestone that will equip me with the skills and knowledge necessary to delve deeper into the world of academic exploration. As I begin this journey, I am particularly inspired by the intersection of Artificial Intelligence (AI) and sustainability in the context of Destination Management Organizations (DMOs). Tourism is a dynamic and ever-changing industry, and I believe that DMOs play a pivotal role in shaping its future. However, there are still significant research gaps in understanding how AI can be harnessed to optimize resource management, reduce environmental footprints, and promote responsible tourism. My goal is to identify a PhD thesis topic that bridges these gaps, creating a body of work that is both academically valuable and practically impactful. I am particularly moti...