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...