This year I had the chance to join the Captains Cruise 2025 , which once again brought together an inspiring mix of industry leaders, market experts, and tourism innovators. Beyond the formal program, it was also the atmosphere onboard – a unique blend of serious discussions and casual encounters – that made the event a valuable place to take the pulse of our industry. AI and Sustainability – Still an Untapped Match One of the most memorable sessions was led by Nikki Pegos and Netta Paavoseppä, diving into the intersection of artificial intelligence and sustainability . It became clear that while most of us already use generative AI tools in our daily work, only a small fraction apply them systematically to sustainability planning. Netta stressed a point that resonated strongly with me: without clean data, AI simply accelerates greenwashing . At her resort in Finland, AI is already used for energy optimisation, deep research, and sustainability roadmaps. The advice was practical: ev...

The tourism industry, like many others, is undergoing a profound transformation due to the integration of Artificial Intelligence (AI) . For tourism professionals, particularly those working in destination marketing organizations (DMOs) , AI is proving to be a powerful tool that enhances both customer engagement and operational efficiency. This shift is not only changing the way destinations are marketed but also the overall experience for travelers, making it more personalized, efficient, and data-driven. Enhancing Customer Engagement Through AI AI allows DMOs to engage with customers in more personalized and meaningful ways. By leveraging AI, destination marketing companies can analyze customer data and deliver tailored travel experiences. AI-powered tools can study customer preferences, travel history, and behavioral patterns to offer highly personalized recommendations, whether it's a perfect travel itinerary, accommodation suggestions, or local attractions that match a travele...